Castrol Activ: Mechanic to super mechanic

Castrol Activ, an engine oil brand, launched a campaign in India to build loyalty among mechanics and turn them into brand advocates to drive preference and sales for the brand.

The communication goal

Engine Oil category has always been characterized by many competitive offerings with little product differentiation for the end consumer. However, Mechanics who were the most important decision makers and influencers to the end consumer were ignored in the marketing chain. Our objective was to build loyalty among mechanics & turn them into brand advocates to drive preference and sales for the brand.

The situation analysis

Since mechanic's were a driving force of decision making for the end consumer, we conducted extensive research with over 1000 mechanics across the country

The research revealed a grim truth.

  1. 80% of...

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