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Tag: Castrol India Ltd

  • Castrol launches new EDGE range of products in India

    Castrol launches new EDGE range of products in India

    Mumbai: Castrol India Ltd has unveiled an exciting range of products within the Castrol EDGE line. This premium and advanced engine oil, designed for on-demand performance, now includes three new variants tailored for the passenger car segment, addressing the evolving needs of automotive consumers.

    Supporting this launch is a dynamic television commercial (TVC) campaign titled Stay Ahead, featuring Bollywood superstar and brand ambassador Shah Rukh Khan. The TVC concluded its grand premiere on 9 June 2024 amidst the highly anticipated India vs Pakistan T20 match, which showcased Khan in a fresh and exciting avatar, highlighting the superior performance offered by Castrol EDGE.

    The commercial cleverly plays on today’s paparazzi culture, depicting celebrities finding innovative ways to ‘Stay Ahead’ of the shutterbugs. The core message highlighted in the TVC is Castrol EDGE’s ability to significantly boost engine performance on demand, ensuring drivers can count on exceptional performance in any situation and on any terrain.

    The TVC opens with Khan, playing himself, showcasing his cheeky dance moves outside his parked car, holding a pack of Castrol EDGE. Soon, paparazzi on their bikes, exhausted from a swift chase, approach, expressing their surprise at finally spotting Shah Rukh Khan. The frame shifts to a flashback, showing an exhilarating and playful chase where the paparazzi eagerly try to get close to SRK’s car for pictures. However, each time, SRK zooms away, leaving the paparazzi only with blurry pictures of him.

    Taking a humorous approach, the film highlights the innovative ways that celebs like SRK stay ahead of the paparazzi. In a light-hearted manner, SRK then reveals his secret to ‘Staying Ahead’ of the paparazzi and hands them a pack of Castrol EDGE engine oil. The paparazzi, hopeful of finally getting a clear shot, prepare their cameras. However, their anticipation quickly turns to playful disappointment as they watch SRK speed away once more. The commercial ends with SRK cruising away, leaving the world behind – “Castrol EDGE, Stay Ahead”.

    “We are excited to launch Castrol EDGE, our range of high-performance car lubricants, with this engaging multimedia campaign featuring Shah Rukh Khan. The campaign leverages SRK as himself, showcasing a slice of his life, where the brand can truly give him an advantage,” said Castrol India Ltd VP & head of marketing Rohit Talwar. “With the introduction of Castrol EDGE, our focus on innovation meets India’s growing demand for better performance from their cars. The new Castrol EDGE range features products specifically engineered for a range of vehicles, from Hybrids to European Cars and SUVs providing cutting-edge technology that exceeds the requirements of the highest industry standards. This launch reaffirms our leadership in the lubricant sector, and we are confident that Castrol EDGE will set a new benchmark in engine performance and drive business growth.”

    Discussing the TVC’s creation, Ogilvy India CCO Sukesh Nayak said, “We had to do something magical on Castrol. With SRK on board, we wanted to creatively maximise his potential. Then the question we asked ourselves was “Why does SRK need on demand performance?” ‘Stay Ahead’ was born. This isn’t just a TVC, it’s a full-blown campaign replete with fun teasers, first ever SRK image gallery, roller coaster chases and a tongue in cheek humour that’s sure to keep consumers engaged.”

    The launch includes EDGE Hybrid specially formulated for Hybrid engine, EDGE Euro Car targeting leading EURO OEMS like Audi, BMW, Mercedes, Jaguar, Land Rover, Volkswagen, Skoda, and Porsche, and EDGE SUV for high performance and premium SUVs.

    In Addition to the T20 World Cup, Castrol is also an associate sponsor on Disney Star for Wimbledon in July 2024. The TVC is released on 9 June in seven languages to resonate with diverse audiences as part of a complete 360-degree marketing campaign spread across multiple platforms including a teaser video, print, digital, influencer amplification and OOH.  

  • Castrol and bp team up with Mumbai Indians for 2024 cricket league

    Castrol and bp team up with Mumbai Indians for 2024 cricket league

    Mumbai: Castrol, a subsidiary of the bp group and a globally acclaimed lubricant brand, has announced its association with Mumbai Indians (MI) as the ‘official performance partner’ for the upcoming cricketing league, commencing on 22 March 2024.

    This association underscores Castrol’s enduring legacy of aligning with some of the world’s most prestigious sporting extravaganzas. Notably, Castrol’s previous partnership with JioCinema for streaming the 2023 TATA Indian Premier League as an associate sponsor underscores its dedication to top-tier sports events.

    As Mumbai Indians’ official performance partner, emblems of bp and Castrol will prominently be visible on the lead leg of all player’s official gear throughout the league 2024 season. With a century-long reputation for delivering performance-driven products and services, bp and Castrol’s partnership with Mumbai Indians, a global franchise renowned for its consistent and stellar performances, resonates deeply with the brand’s core values.

    Castrol India Ltd VP and head of marketing Rohit Talwar expressed his delight, stating, “We are thrilled to associate with Mumbai Indians, a team synonymous with excellence in the most celebrated cricketing league. With seven championships under their belt, MI epitomizes high performance in cricket. Their relentless pursuit of excellence mirrors Castrol’s commitment to high-performance lubricants. This association underscores our dedication to offering nothing but the best to our customers, and we wholeheartedly support the team in their endeavour for the tournament.”

    A spokesperson of Mumbai Indians remarked, “We are thrilled to welcome Castrol and bp join us. Their global market dominance, coupled with our expansive fan base, presents a unique opportunity for them to reach out to a captive fan base through the partnership with MI.”

    This association with a storied team marks a significant milestone for Castrol as it embarks on an exciting journey anchored in innovation and technology. With a steadfast belief in the enduring demand for mobility solutions for internal combustion engines and a commitment to introducing cutting-edge products for India’s burgeoning EV segment, Castrol aims to engage with a broader audience and reaffirm their status as the preferred choice for advanced performance lubricants and services.

  • Castrol and bp team up with Mumbai Indians for 2024 cricket league

    Castrol and bp team up with Mumbai Indians for 2024 cricket league

    Mumbai: Castrol, a subsidiary of the bp group and a globally acclaimed lubricant brand, has announced its association with Mumbai Indians (MI) as the ‘official performance partner’ for the upcoming cricketing league, commencing on 22 March 2024.

    This association underscores Castrol’s enduring legacy of aligning with some of the world’s most prestigious sporting extravaganzas. Notably, Castrol’s previous partnership with JioCinema for streaming the 2023 TATA Indian Premier League as an associate sponsor underscores its dedication to top-tier sports events.

    As Mumbai Indians’ official performance partner, emblems of bp and Castrol will prominently be visible on the lead leg of all player’s official gear throughout the league 2024 season. With a century-long reputation for delivering performance-driven products and services, bp and Castrol’s partnership with Mumbai Indians, a global franchise renowned for its consistent and stellar performances, resonates deeply with the brand’s core values.

    Castrol India Ltd VP and head of marketing Rohit Talwar expressed his delight, stating, “We are thrilled to associate with Mumbai Indians, a team synonymous with excellence in the most celebrated cricketing league. With seven championships under their belt, MI epitomizes high performance in cricket. Their relentless pursuit of excellence mirrors Castrol’s commitment to high-performance lubricants. This association underscores our dedication to offering nothing but the best to our customers, and we wholeheartedly support the team in their endeavour for the tournament.”

    A spokesperson of Mumbai Indians remarked, “We are thrilled to welcome Castrol and bp join us. Their global market dominance, coupled with our expansive fan base, presents a unique opportunity for them to reach out to a captive fan base through the partnership with MI.”

    This association with a storied team marks a significant milestone for Castrol as it embarks on an exciting journey anchored in innovation and technology. With a steadfast belief in the enduring demand for mobility solutions for internal combustion engines and a commitment to introducing cutting-edge products for India’s burgeoning EV segment, Castrol aims to engage with a broader audience and reaffirm their status as the preferred choice for advanced performance lubricants and services.

  • Castrol CRB TUBROMAX brings Pragati Ki Paathshaala in association with TV9 Network

    Castrol CRB TUBROMAX brings Pragati Ki Paathshaala in association with TV9 Network

    Mumbai: Castrol India Ltd, lubricant manufacturer, in association with TV9 Network, announces the ‘Castrol CRB TURBOMAX Pragati Ki Paathshaala’ initiative, building on the ethos of its latest campaign ‘#BadhteRahoAagey’. This purpose-led initiative aims to spur entrepreneurial zeal and enhance the professional competencies of truck drivers across India with an on-ground planned reach to over 100,000 truckers. In a show of support,  Nitin Gadkari union minister of road transport and highways of India, launched the campaign by unveiling the logo, along with Castrol India Ltd managing director Sandeep Sangwan, and TV9 Network chief growth officer (Broadcasting & Digital) Raktim Das.

    In its first phase ‘Castrol CRB TURBOMAX Pragati Ki Paathshala’ will embark on a two-and-a-half-month journey on two specially designed trucks taking different routes covering all four regions across India. The enroute journey will engage truck drivers in interactive, on-ground Paathshaalas across planned Transport Nagars on their way. The knowledge sessions have been curated to upskill truckers around four key aspects—Driving Safety, Truck Ownership, New Technology and Business Profitability—empowering them to #BadhteRahoAagey.

    Appreciating the initiative, Nitin Gadkari, union minister of road transport and highways, said, “The road ministry of India is committed to ensuring the safety, well-being and progress of truck drivers by undertaking multiple initiatives. The Government has built state-of-the-art expressways and enacted laws to curb road accidents, but lack of fear and discipline among motorists is a huge challenge. I congratulate Castrol India for launching Pragati Ki Paathshaala’ which is a step towards building awareness and encouraging truckers to #BadhteRahoAagey.”

    Castrol India managing director Sandeep Sangwan stated, “The trucking community has always been an integral part of Castrol India, and we have been continuously striving to ensure their safety and livelihood through various transformative initiatives. ‘Castrol CRB TURBOMAX Pragati Ki Paathshaala’ is a purpose-led programme through which we aim to reach more than 100,000 truckers on-ground across India, upskilling over 10,000 truck drivers with live Paathshaalas enabling them to #BadhteRahoAagey. We are humbled by the encouragement from Shri Nitin Gadkari, as he himself has steered initiatives to ensure the safety and well-being of truck drivers over the years. His show of support vindicates our commitment to improving the lives of India’s trucking community.”

    Highlighting the challenges of the trucking community and the benefits availed through the initiative, Sangwan added, “More than 50 per cent of India’s truckers operate in unorganised

    fleets or as individual owners. The programme aims to boost their entrepreneurial mindset and directs them towards the path of progress – bringing alive the idea of #BadhteRahoAagey.”

    Bollywood actor Sonu Sood, well-known for his earnest altruism in helping the common man, has come on board to endorse the noble cause as the campaign ambassador for ‘Castrol CRB TURBOMAX Pragati Ki Paathshaala’. He will pay tribute to the often-unsung trucking community for their selfless service and encourage them to #BadhteRahoAagey.

    “I salute our unsung heroes of the transportation industry – the truck drivers – for their relentless hard work. ‘Castrol CRB TURBOMAX Pragati Ki Paathshaala’ will help truck drivers equip themselves with the skills and expertise to progress in life. I wish them luck on their journey to a brighter future and would like to tell them ‘Pragati ki Paathsaala ke saath #BadhteRahoAagey,” Sonu Sood, said.

    TV9 Network, which has been championing the cause of truck drivers through multiple campaigns, is again at the forefront of empowering this often-neglected community. Commenting on the partnership, Mr Raktim Das, Chief Growth Officer (Broadcasting & Digital), TV9 Network, said: “Truck drivers literally keep the wheels of India’s economy moving but they are rarely accorded any recognition and promise of a better life. As India’s No. 1 news network, we deeply care about people and their progress. Our association with Castrol CRB Turbomax for the pathbreaking Pragati Ki Paathshaala campaign shows our unwavering commitment to the empowerment of our truck drivers. We believe a skilled truck driver will steer the country on the path of progress.”

    Talking about the social cause initiative, he added: “Upskilling of truck drivers assumes importance, especially in the backdrop of India’s automotive space witnessing a rapid transformation. Truck drivers also need to constantly hone and upgrade their skills. This campaign aims to provide them with the essential knowledge and guidance needed for success and growth.”