Brand: Castrol CRB
Brand owner: Castrol
Lead agencies: Ogilvy, Mindshare
Industries: Tyres, fuel, accessories, services
Media channels: Content marketing, Direct marketing, Events & experiential, Livestreaming, Online video, Packaging & design, Public relations, Social media, Television, Websites & microsites, Word of mouth, influencers
Budget: 3 - 6 months
This is the unlikely story of how Castrol – a long-standing player in India's fiercely competitive truck engine oil market, faced with declining volumes and waning brand love – decided to shift the category narrative by caring for the health of India's truckers just as its lubricants care for the health of their trucks.
Through this process, it managed to achieve 400% category growth and five times incremental sales volumes, proving that rekindling brand love and increasing premium equity is a matter of listening to the consumer before finding new ways to speak.