Castrol unveils new marketing strategy; ropes in Dravid & Abraham as brand ambassadors

BANGALORE: In a bid to increase their market share and stave off competition from new entrants, India?s largest player in the retail automotive lubricant market, Castrol India (CIL) has planned a new marketing strategy, revealed CIL vice president -marketing Sudhanshu Vats.


Vats spoke to on the sidelines of a press conference for the release of CIL brand ambassador and Indian cricket captain Rahul Dravid?s biography The Nice Guy Who finished First by Mumbaikar Devendra Prabhudesai.

The book was unveiled by Indian cricket coach Greg Chappell, who was the chief guest.



Vats elaborated on the initiatives by his company. Firstly, CIL re-launched the Castrol master brand with a new thought and logo ?Its not just oil, it's liquid engineering.?

Next, they?ve simplified product brand architecture ? migrated their 15-16 sub-brands under five categories: (a) Consumer trucks- this cover fleets, transportation, buses, tractors, LCV?s. (b) Passenger cars (c) Motor cycles (d) Heavy Duty ? this is a B2B category that caters to fleet owners, off-highway vehicles such as JCB, Komastu, Caterpillar, building construction, state transport undertakings, and (e) OEM franchisee workshops.


Thirdly, along with Dravid who has been Castrol brand ambassador for the last six years; bike enthusiast, youth icon and cine star John Abraham is the new brand ambassador for their motorcycle oil.

Also, CIL has started strengthening partnerships with vehicle manufacturers, OEMs?. This includes their recently renewed partnership for five years with Tata Motors. Other OEMs? with whom they have a tie-up include Mahindra & Mahindra and Maruti.

CIL has also taken the entire Liquid Engineering concept to the consumers through road shows, above and below the line activities, dealer meets, etc. The company has also tied up with Reliance and Essar for selling CIL lubricants at their retail fuel stations.

Castrol has increased its market share over the last two to three years from 26 per cent to 30 per cent of the Rs 70 billion retail automotive lubricant market through a 40,000 dealer network and indirectly through 80,000 dealers of the 110,000 retail automotive lubricant dealers in India.

The company spends around Rs 1.5 billion annually for product promotion activities that include print and other media ads, TVCs?, above and below the line ground activities. Oglivy & Mather handles the creative business, while MindShare handles the media.

Latest Reads
Yamaha's 'The Call of the Blue' is launched as the new exciting brand campaign

India Yamaha Motor Pvt. Ltd. developed its new brand campaign ‘The Call of the Blue’ in order to draw a parallel to its product planning, marketing and customer engagement strategies with the brand’s global image of ‘excitement, stylish and sporty’.

MAM Media and Advertising Ad Campaigns
Isuzu Motors signs Jonty Rhodes as Indian brand ambassador

Isuzu motors, Japanese car manufacturer, has signed on former South African cricketer Jonty Rhodes as the brand ambassador to promote the brand and its latest product V-Cross in India. The brand will complete six years on 21 August 2018 in the Indian market.

MAM Media and Advertising People
UCB's first social experiment in India #UNITEDBYHOPE

Reaffirming its commitment to challenge social norms and fearlessly address issues focused on secularism and non-discrimination, United Colors of Benetton marked India’s 72nd Independence Day with a digital film titled #UnitedByHope, celebrating India’s unity in its diversity.

MAM Marketing MAM bolsters senior management team to pursue expansion plan

To pursue its ambitious growth and expansion plans, recently strengthened its senior management team with experienced talent.

MAM Marketing MAM
The Advertising Club announces the Category Awards for Marquees 2018

The Advertising Club today announced the various sector and special category awards for Marquees 2018.

MAM Marketing MAM
White Rivers Media celebrates 6th anniversary

In India, one of the fastest growing independent agencies White Rivers Media has recently completed its six years in social media and digital marketing industry.  

MAM Marketing Brands
The Minimalist strengthens leadership team

The Minimalist, one of the fast-growing design and digital companies, has boosted it leadership team with the appointment of head of interaction design Rohan Saraf, lead, user interface Amit Rajapurka.

MAM Media and Advertising People
WATConsult bags Domino’s India’s digital media mandate

WATConsult, the digital and social media agency from Dentsu Aegis Network India, has recently won the social media mandate for Domino’s.

MAM Media and Advertising Account
Ad industry calls for regulatory body to monitor plagiarism

Creativity sometimes takes inspiration from past creatives but what if it is an entirely copied one? Plagiarism (or inspiration), is a never-ending burning issue in the advertising world. A little similarity can be overlooked but complete knockoffs are just astonishing.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories