MUMBAI: Castrol Activ, the engine oil for two-wheelers, announced the launch of its new marketing campaign titled, #NonStopDemocracy. Set against the backdrop of the upcoming general elections in India, the ad film encourages the young audience of India to ‘Give a Ride, Help Cast a Vote.’

The renowned creative agency Ogilvy India has conceptualised and developed the campaign which was rolled out on 22 February across multiple channels.  The campaign is an extension of the brand’s marketing philosophy, focused on showcasing young riders as changemakers for today’s society.

“Young voters will define the elections in 2019. By showing them a very easy to execute idea of converting their own motorcycles or scooters into a vehicle to ferry people to polling booths, we have hopefully shown them a way and encouraged them to think differently to do their bit,” Ogilvy chief creative officer Sukesh Nayak commented.

“Today’s youth is self-aware and responsible. This campaign is our salute to the youth who want to make a difference to society and are driving this positive change. In this journey, we hope that Castrol Activ will be their trusted partner. We see this communication as a catalyst for change to shape thoughts of the young generation and encourage them to keep protecting what they love,” Castrol India marketing vice president Kedar Apte said.

The setting at the beginning of the film implies a low voter turnout during the general elections because of difficult weather conditions. But youngsters on their bikes protected with Castrol Activ, ensure they individually visit various households, urge adults to cast their votes, and ferry them to the polling booth.

“I’m happy that the much-loved Castrol Activ brand has once again been able to come up with an impactful message around protecting what you love. We hope this message resonates with India’s youth just like the previous campaigns and ignites a spark towards making a positive difference in whichever sphere of life they may choose," Castrol India Limited managing director Omer Dormen commented.