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Castrol Super Mechanic
Making an expert feel like expert

RAN IN: India

CLIENT
Castrol India

Jaya Jamrani - Head - Brand & Communications Kedar Apte - Vice President Marketing - India Indresh Chawla - GM Marketing - MCO John Cherian - Brand Manager

AGENCY
Ogilvy Mumbai *Lead Agency

Dushyant Kumar - Vice President Amritraj Thakur - Sr. Vice President Feroz Shaikh - Client Services Director Ricky Barretto - Account Supervisor Abhijit Karandikar - Group Creative Director


SUMMARY

There are ~1-million mechanics in India and they influence >70% of lubricant sales. Winning with mechanics is thus a key growth driver. This segment of the value chain is transactional in nature, having derived a relationship through a stockist and having limited livelihood opportunities. Mechanics are downtrodden & forgotten heroes who do not consider their profession worthy of respect. This is Castrol India’s story of making a significant difference to lives of 280,000+ mechanics and deliver profitable business-growth. The story of an organisation choosing to recognising mechanics talent and celebrating their profession.

CASE VIDEO


Hero Medium: Events

Audience: Men

Objectives: Build brand equity, Increase brand loyalty, Retain Existing Customers

Language: English