Castrol targets new breed of consumers with 'Liquid Engineering'

BANGALORE: Castrol India has announced the re-launch of the Castrol Brand with an array of new products based on its new "Liquid Engineering" theme. The new positioning is articulated as "Castrol - It's more than just oil. It's Liquid Engineering".

The new brand positioning is meant to contemporise the brand to connect more powerfully with its target audience and make it even more relevant for today's consumers and customers. The relaunch is backed by a 360 degrees campaign which has already begun.

Castrol plans to reach its vast customer base through a multi touch point strategy involving mass media advertising, internet campaigns, use of brand ambassadors, mechanic meets and sammelans, transport nagar melas and targeted one to one communication with its workshop and B2B customers.

Speaking about the new positioning, Castrol India MD Naveen Kshatriya said, "Whilst Castrol has been in India for over 85 years, the boom in automotive sector has added over 30 million target consumers in just the last five years. In the next five years, we expect another 50 million consumers to be added. Castrol India has always kept the consumer at the heart of everything we do. As a new breed of consumers evolves, we need to be proactive and change to meet their new demands and needs".

Liquid Engineering is the special nature of Castrol products which help them work proactively within the vehicle to increase protection and enhance performance. Liquid Engineering provides the heatproof formula in Castrol CRB Plus, ETP formula for CRB Turbo, Trizone technology for the motorcycle range, Molecular Attraction formula in Castrol Magnatec and Liquid asset program for workshops and Business to Business customers, states an official release.

The new positioning is backed by a new identity, which will make the Castrol brand more sharply recognizable to the consumer. The Castrol Roundel which is an integral part of the current logo will be a key element of the new identity which will be reflected on the pack range as well as all communication material.

TThe re-launch also impacts the product brand architecture, with a rationalization of the pack range. The rationalized PBA has clearly defined product offerings for the different consumer needs, simplifying the brand selection process for consumers and ensuring that the consumer gets the right product brand for his vehicle and for his needs.

The new consumers increasingly look forward to experts in maintaining their vehicles in peak performing conditions.

Castrol is already positioned as an expert in the area of lubrication and is further strengthening this position. The new brand positioning was developed after extensive consumer research to get an in-depth understanding of how customers and consumer habits have evolved and changed. The new positioning further underlines our technological prowess and accentuates our understanding of consumers' relationship with their vehicles, the release adds.

Latest Reads
Balesh Sharma becomes CEO of merged Vodafone-Idea entity

Vodafone Group and Aditya Birla Group have announced the proposed new leadership team of the merger between two major telecom operators of India - Vodafone India and Idea Cellular.

MAM Media and Advertising People
Center Fruit new campaign asks consumers to make their Mood Ting Tong

Getting bored? Center Fruit now comes to the rescue by making your mood ting tong! That is the new campaign message from Perfetti Van Melle India’s leading gum brand, Center Fruit. The campaign is based on the insight that all of us have unavoidable moments of boredom in our daily life, and a...

MAM Media and Advertising Ad Campaigns
The Breitling cinema squad with Brad Pitt,Charlize Theron, Adam Driver and Daniel Wu

Breitling is pleased to announce the gifted actors who are the members of the first Breitling squads. This imaginative idea involves creating three-person groups (the squads) whose members are all recognized masters in their respective professions. Rooted in the dynamic values of Breitling –...

MAM Marketing MAM
Vivo launches V9 with Aamir Khan

MUMBAI: Handset maker Vivo, has launched Vivo V9, its first flagship smartphone in India with the brand’s new India ambassador Aamir Khan. The phone is designed for the millennials who seek the best smartphone experience.

MAM Marketing Brands
Vice India raring to break into a sprint

MUMBAI: Vice India is betting big on its creative agency Virtue Worldwide, which has helped provide solutions to brands in several markets.  Among the brands under its banner are ABInBev, Samsung, Uber, Airbnb and Google. Now, the agency within the Shane Smith, Suroosh Alvi-founded outfit is...

MAM Marketing MAM
Catch Spices rolls out new TVC with Vidya Balan

MUMBAI: Catch Spices has rolled out a new spicy TVC with its brand ambassador, Vidya Balan. Catch Salts & Spices has been on the vanguard of Indian spices, adapting tradition and adding innovation. The brand enjoys a pivotal place in Indian kitchens. Repositioned with the tagline, ‘Catch ka...

MAM Media and Advertising Ad Campaigns
Unibic launches new campaign with mascot

MUMBAI: Unibic Foods, India’s 'real' cookie production company with one of the largest cookie manufacturing cookie facilities has ramped up its ongoing UBU campaign with some innovative additions.

MAM Media and Advertising Ad Campaigns
Jockey says play hard or don't in latest campaign

MUMBAI: Leading American inner-wear, active-wear and leisure-wear brand Jockey, has launched a new Jockey Athleisure campaign, for the range of outerwear for men and women which effectively blends active and leisurewear. Athleisure includes products like tracks, hoodies, jackets, t-shirts, tanktops...

MAM Media and Advertising Ad Campaigns
Duroflex launches a unique yawn sleep song

MUMBAI: This World Sleep Day, Duroflex and Happy mcgarrybowen launched a very different product that helps aid better sleep, The Duroflex Sleep Song.  Conceptualised and composed by Happy Mcgarrybowen, the Duroflex Sleep Song is an audio track specially composed to gently soothe the listener into...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories