Castrol India Limited: #RideForVote – Non-Stop Democracy

Sayami Podder, Nikita Mehta, Zubin Tatna

Castrol India needed to create brand affinity and differentiation for Castrol Activ, its motorbike engine oil so it ran a campaign urging its target audience of millennial bikers to aid voter turnout in the 2019 general election.

Campaign details

Brand: Castrol India LimitedBrand owner: BPAgencies: Mindshare India, OgilvyMarket: IndiaIndustries: Tyres, fuel, accessories, servicesMedia channels: Mobile & apps, Social media, Television, Websites & microsites, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

Castrol Activ Engine Oils wanted to drive brand relevance and equity among bikers. Given the highly fragmented market, it believed purpose-led communication would create a strong bond with the target consumers.

Castrol delved into pop culture and current events as a foundation to enter consumers' lives and make the brand relevant....

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