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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.

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