Castrol: Truck Aasana

Castrol, an engine oil lubricant, connected with Indian truckers by using yoga to focus on their health.

The target audience

The Marketing Objective for the Truck Aasana campaign was Two-fold:

  1. Arrest the declining volumes of Castrol CRB and ensure its growth in the category
  2. Re-kindle the Brand love amongst its consumers

Sales volumes for Castrol CRB were declining, risking the brand's leadership position and equity. With cheaper competitive offerings and very little product differentiation in the market, we had to not only to get Truckers (our core target group) to purchase Castrol CRB and but also convince them to pay a premium for the same which needed more efforts than we were currently putting in. We wanted...

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Insights Team
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