Campaign details
Brand: Castrol ActivBrand owner: BPAgency: OgilvyMarket: IndiaIndustries: Tyres, fuel, accessories, servicesMedia channels: Mobile & apps, Online display, Online video, Other & ambient media, Public relations, Social media, Television, Websites & microsites, Word of mouth, influencersBudget: 1 - 3 million
Executive summary
In a low-involvement category rife with increasing competition and celebrity brand ambassadors, holding market share can be tough. Especially for a market leader selling at a premium. Things worsen if the category isn't growing and consumers start downgrading to cheaper variants.
This is the...