Castrol: Mechanic to super mechanic

Motor oil brand Castrol created a physical + digital (phygital) version of its Super Mechanic Contest to improve its net promoter score (NPS) among auto mechanics, despite Covid-19 restrictions in India.

The marketing objective

The oils and lubes category is a highly cluttered market with too many competitors offering minimal product differentiation, making it a low- loyalty brand for end consumers. While brands do talk directly to consumers (Bikes and Cars) with the aim of creating brand love, the most important decision maker for them is the mechanic.

Castrol operates at a slight premium over its competitors. While the quality of your engine oil is proven to be one of the biggest determinants of engine wear and tear, it is not a visible marker. This is a truth the Mechanic knows....

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