Competition in the truck engine oil category is fierce. Castrol's flagship product - Castrol CRB - saw sales declining as cash-strapped Indian truck drivers, who were largely men, opted for cheaper alternatives.
Research revealed that India's truck drivers were burning out. This research inspired us to build brand preference and sales by drawing parallels between the health of the engine with that of the trucker. We championed the cause of trucker health through an original, integrated campaign and developed a yoga program tailored for truckers called truck aasanas. The program was specially designed to build awareness amongst the male truck drivers about the common health concerns posed by the physical demands of their work.
The campaign was widely endorsed by some of India's most important government figures, and touched over 100 million people across the country. Castrol beat category growth (basis actual vehicle sales data for past 10 years) and achieved 5X growth from January to June (2018).