Castrol CRB: Truck Aasana

Engine oil lubricant brand Castrol put the health of truckers at the heart of its CSR campaign in India.

Campaign details

Brand: Castrol CRBBrand owner: CastrolLead agencies: Ogilvy, MindshareCountry: IndiaIndustries: Tyres, fuel, accessories, servicesMedia channels: Content marketing, Direct marketing, Events & experiential, Livestreaming, Online video, Packaging & design, Public relations, Social media, Television, Websites & microsites, Word of mouth, influencersBudget: 3 - 6 months

Executive summary

This is the unlikely story of how Castrol – a long-standing player in India's fiercely competitive truck engine oil market, faced with declining volumes and waning brand love – decided to shift the category narrative by caring for the health...

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