Castrol: Girl in the City

Castrol, a brand of industrial and automotive lubricants, encouraged women to be more independent in regards to their vehicle by producing a mini digital web series on Facebook.

Campaign details

Brand: CastrolLead agency: Mindshare India Pvt.Ltd.Region: APAC

Objectives

Castrol traditionally has been dealing in low involvement categories where the decisions rest with experts. Having 40% of Castrol Activ audience as female, our task was to break stereotypical myths associated with women and to empower women riders making them independent of their male counterpart in various aspects of life.

Target audience

Our TG was the young executive females aging from 18-35 years of age, who want to stand out and want to be noticed. They are multitaskers and believe in snackable updates due to...

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