CLIENT
Castrol India
Jaya Jamrani - Head - Marketing and Communications
Kedar Apte - Vice President Marketing - India
Indresh Chawla - GM Marketing - MCO
John Cherian - Brand Manager
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
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.