MAM

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

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/24/Nishi%20Kant-800x800.jpg?itok=uIvLqDHm
Dentsu Webchutney ropes in Nishi Kant as EVP & Mumbai head

MUMBAI: Dentsu Webchutney, a digital agency from the Dentsu Aegis Network, has appointed Nishi Kant as EVP & Branch Head- Mumbai. Kant will lead the charge for the agency’s Mumbai office. He will be reporting to Dentsu Webchutney co-founder & CEO Sidharth Rao. This is Nishi’s second stint...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/24/Promax.jpg?itok=nzXQfrVi
Promax & TSBI create quirky campaign

MUMBAI: Promax has brought on board, Digital first branding agency, The Small Big Idea (TSBI), to partner with them for the upcoming awards ceremony. TSBI recently kickstarted with an innovative social media campaign to announce the key note speaker for the event.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/23/bjp%20%281%29.jpg?itok=p3JIhNdY
BJP, Lever rule brands, advertisers lists in Feb 2017 so far

The Bharatiya Janata Party (BJP) was the top brand in terms of television advertisement insertions for the month of February 2017 so far for weeks 5, 6 and 7 (Saturday 27 January 2017 to Friday, 17 February 2017).

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/23/sumanta-vikas.jpg?itok=Hc8DNKOb
HDFC Ergo hires LinTeractive

MUMBAI: HDFC Ergo General Insurance Company has appointed LinTeractive, the digital agency of MullenLowe Lintas Group, to put together a digital campaign for its two-wheeler motor insurance products. Through this campaign, HDFC Ergo aims to reach out to its consumers and communicate the importance...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/23/Phogat-launches-Godrej.jpg?itok=OiCtOuiL
Phogat launches Godrej Interio healthcare range

MUMBAI: Godrej Interio, India’s leading furniture and interior solutions brand, launched a new health awareness campaign-sleep@10. Launched by Olympian, Geeta Phogat, the campaign was born during the product development stage of their healthcare range. #sleepAt10 is an initiative that aims to...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/tcs%20%281%29.jpg?itok=rFDnrXZe
Japanese Super Formula: TCS named title sponsor of championship team

Tata Consultancy Services, a leading global IT services, consulting and business solutions organization, today announced that it has been named the title sponsor for team Nakajima Racing in the Japanese Super Formula Championship 2017 series.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/ashish%20%281%29.jpg?itok=y3ndaYCZ
DAN, a friend in need

InDeed, Dentsu Aegis Network’s newly launched CSR Advisory, will facilitate corporate investments by companies in Corporate Social Responsibly, through insights & a brand-led approach.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/shergill%20%281%29.jpg?itok=ot1krGRJ
Pitchfork Partners hired by Nyka Events

Nyka Events, a premier event agency based out of Mumbai, has signed on Pitchfork Partners Strategic Consulting LLP to advise them on delivering various change management initiatives the firm is currently exploring to take the organization into the next phase of its growth cycle.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/Yepme.jpg?itok=RspIrgeY
Online fashion brand Yepme expands into Europe

MUMBAI: Yepme announced its plan to expand into Europe. The company has launched uk.yepme.com to service customers across UK. The brand footprint is also being extended beyond its own webstore across Europe through presence in a large online marketplaces in the UK, Germany, Italy, France and Spain.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories