Castrol: Mini Truck

This case study shows how Castrol, a non-petroleum oil brand, successfully established itself in the fast-growing market of Micro Light Commercial Vehicles (MLCV) in India.

Castrol: Mini Truck

Campaign details

Brand owner: CastrolLead agency: Ogilvy and Mather Brand: Castrol CRB minitruckCountry: IndiaIndustry Tyres, fuel, accessories, servicesMedia: Events & experiential, Mobile & apps, Outdoor, out-of-home, RadioBudget: 1 - 3 million

Executive summary

Commercial Vehicle Oils is a large behemothic category incapable of making dramatic changes in direction. Low involvement and a relatively slow pace of milestone technological changes have resulted in long gestation periods requiring patient and consistent investment in business and brand building.

MLCVs or Micro Light Commercial Vehicles are the sunrise...

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