Total Quartz Engine Oil does 'charcha' with the first time car owners

MUMBAI: Oil and Gas Company Total has recently launched an integrated campaign for its product Quartz, a car engine oil. Total will roll out this integrated campaign through various initiatives on digital, radio and OOH in phases.

The OOH campaign has started and it will continue until November in 15 cities, across 550 vantage points and 23 malls. The digital campaign will go live in association with TVF (The Viral Fever). The show, Bonnet Pe Charcha, a digital branded content model, will begin from November and will be simultaneously cross amplified on FM Radio through Big FM and Radio City stations. With this marketing mix, Total is aiming for a targeted reach of more than 50 million.

Total’s association with TVF is part of the brand’s content marketing strategy, aimed at young first time car owners to create conversations around a product, belonging to a low-involvement category. The digital branded content –Bonnet Pe Charcha curated by TVF, is an eclectic mix of three webisodes to engage the viewers and to provide them the brand insights subtly, while addressing contemporary issues. The aim is to create a top of the mind recall amongst car users about the brand Total Quartz Engine Oil & its core promise – ‘Keep your Engine Younger for Longer’. Webisodes will also be promoted on radio in the form of “Radiosodes”. The content on radio will focus on topics that often remain undiscussed but are deeply penetrated in our society. Each radiosode will have a smartly integrated brand communication strategy behind it.

The OOH campaign encompasses large format billboards, bus shelters, unipoles, pole kiosks, pillars, gantry, metro wrap, and mall facades. These sites are taken on arterial routes, market areas, corporate areas and motor garages. Additionally, Total will also create unique activation in the form of a fitness shelter at bus stands, where people can exercise as they wait for the bus; thus reiterating their brand promise - Keep your Engine Younger for Longer.

In addition to the marketing campaign, Total will also felicitate 1500 mechanics from Delhi car garages as a way to appreciate their work and efforts and thus address them as, ‘Engine ke superstars’. Total will celebrate this day as ‘Mechanics Appreciation Day’ on 22 November 2017 this year. This will help the brand to reach out to its major influencers – mechanics!

Total Oil India senior vice president of sales, marketing and technical Karoly Repas says, “The Indian market has been one of the global lubricants industry’s growth engines. In 2016 India accounted for about 6 per cent of global lubricants demand. Consumption of synthetic PCMO (passenger car motor oil) is estimated to be 25 per cent despite the price-sensitive nature of consumers. Also, the large vehicle population and growing sales of new automobiles year after year has helped increase the demand for lubricants. With our Total Quartz range our aim is to target an Indian car owner who has an emotional connect with his car and hence does not compromise on the overall engine maintenance and wear and tear."

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