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Leo Burnett crafts new philosophy for HP Lubricants

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MUMBAI  Zindagi Chale Smooth, a modern narrative designed by Leo Burnett India for HP Lubricants, highlights the brand’s sheer strength and the role it plays through its superior technology in smoothening people’s lives.

The company is able to achieve this through presence across various segments like automotive, defence, farming, mining, shipping industries, railways and more.

Created by Leo Burnett, the new positioning Zindagi Chale Smooth marks a shift in the brand’s marketing focus from being perceived as an engine oil company to a humane brand; one that builds innovative products and technologies for today’s consumer.

Zindagi Chale Smooth is a human expression of the brand’s core offering. An animation film is being used to launch the thought ‘A to Z, Aapke Kaam Aate Hum’, which breaks category codes and highlights the company’s diversified and large scale operations through which it touches the lives of millions, making HP Lubricants a super brand.

Leo Burnett South Asia CEO Saurabh Varma said, “HP Lubricants had not undergone a brand refresh for a very long time. Given the current market scenario, we wanted our joint efforts to build a modern narrative that gives the end consumer an accurate idea about HP Lubricants. A company that has strong presence across sectors and not just engine oil.

A to Z Aapke Kaam Aatey Hai helps build higher emotional affinity and rightly captures what the brand stands for, which is to power India. And this is not just a communication change, but a part of a larger exercise being undertaken by us to align this purpose right down to packaging design.”

Leo Burnett CCO RajDeepak Das  added, “Most people do not know the incredible products HP Lubricants has and the role the brand plays in our everyday life. We wanted to do that in a simple and human way.”

Zindagi Chale Smooth is an integrated effort spanning across digital, print, retail, cinema, outdoor and TV. While the TVC has been launched, print, retail, cinema and digital campaigns are expected to go live post 8th March 2016.

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