Automotive

Protecting the real engine of India

In a low-involvement category rife with increasing competition and celebrity power, holding market share can be tough. Things worsen if the category isn’t growing and consumers start downgrading. This is the story of how Castrol Activ (premium 2-wheeler engine oil) elevated its functional appeal of non-stop protection to a higher-order benefit of protecting democracy. How it created difference in an indifferent category and got youngsters to action protection. In the bargain, it reiterated leadership stance and created a nudge in increasing voter turnout in the world’s largest democratic exercise.

Brand: Castrol Activ
Client: Castrol India
Agency: Ogilvy Mumbai
Language: English

Ugly in the 90's

Brand: Skoda France
Client: Skoda France
Agency: Rosapark
Language: French

What Matters is Inside

A trucker’s livelihood is closely tied to efficient up and down movement on long routes, while complying to safety regulations. Delays very clearly equate to financial loss. Money taking priority on safety is the biggest threat and the behavior that Shell Rimula aims to discourage. The gray imports promoted by illegal reclaimers, selling at low prices make up the biggest challenge in category faced by legal players, making it difficult to sustain preference for quality brands, in 2017/18, Shell Rimula grew its brand preference from 14%  to 21% 

Brand: Shell Rimula
Client: Shell Pakistan
Agency: JWT Grey
Language: English