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Tag: Kedar Apte

  • Castrol India sows seeds of good health for farmers with Castrol Khet Aasana

    Castrol India sows seeds of good health for farmers with Castrol Khet Aasana

    MUMBAI: Castrol India Limited, the leading automotive and industrial lubricant manufacturing company in the country, today announced its health outreach programme for the food providers of the nation – the farming community. This campaign will extend specially curated yoga aasanas Castrol CRB Plus Khet Aasana to farmers to help reduce health adversities they face caused by their stressful and laborious schedules.

    The results of a detailed independent research, covering over 700 farmers across five regions in India, commissioned by Castrol India this year threw up some startling results.  The study, which attempted to assess health issues faced by farmers as a linkage to the nature of their job and working conditions revealed that physical stress is a concern among farmers currently. 68% farmers reported that they suffer from musculoskeletal problems while digestive issues were reported by over 51% farmers, respiratory problems were raised by over 31% farmers, and another 30% reported suffering from diabetes. In addition to this, the study also found that over 50% farmers face stress and other relative diseases such as hypertension, anxiety and depression. Farmers also subscribed to the myth that farm work is healthy employment, due to which over 65% of them were not undertaking any physical activity to manage their health.

    Kedar Apte, Vice President – Marketing, Castrol India Limited said, “Farmers are an important community in India and need to be acknowledged for their tireless efforts to provide the nation with nutritious produce. This, in turn, fuels a healthy population and keeps India moving. Unfortunately, their own health remains out of their consideration. Through Castrol Khet Aasana, we at Castrol India are committed to empower farmers with yoga aasanas to help avoid and reduce unhealthy nuances of their work, enabling them to lead healthier lives. Castrol Khet Aasana is a reiteration of Castrol India’s purpose-driven approach and commitment to care for and contribute to the well-being of our consumers.” 

    Commenting on the launch of the Castrol Khet Aasana, which took place at Azadpur Mandi, New Delhi today, Hon’ble Union Minister of the State – Agriculture & Farmers Welfare Parshottam Rupala, said, “Keeping in mind the agricultural business and farmers, creating yoga aasanas on the basis of their needs is a good effort in supporting the agricultural sector at large. Our country thrives on agriculture, so I would like to thank Castrol and congratulate them on initiating an activity that helps keep our farmers healthy.”

    Hon’ble Minister of State (Independent Charge) Ministry of Ayurveda, Yoga & Naturopathy, Unani, Siddha and Homoeopathy (AYUSH) Shripad Naik said, “We must give more importance to the physical and mental health of farmers and these Yoga Aasanas can help relieve them of stress.”

    The research study designed and executed by The Yoga Institute, Mumbai also established that over 70% of farmers showed keenness to learn and embrace yoga as a part of their lifestyle. Keeping their hectic daily routine in mind, 16 Khet Aasanas have been designed to be practised during the day. These aasana sequences have been devised and named to ensure they are relatable to farmers and being byte-sized ensure time investment is minimal.  

    Building on the positive impact delivered by Castrol CRB Truck Aasana on over two lakh truckers nationwide, Castrol India plans to conduct Khet Aasana across 2,000 Indian villages with an aim to benefit over 120,000 farmers before end of 2019.

  • Castrol tells you to protect the precious

    Castrol tells you to protect the precious

    MUMBAI: Engine oil company Castrol Activ is back with its above the line marketing campaign for 2018 titled ‘Beach’. The campaign is deep rooted in the consumer insight of ‘protecting what is precious’ that resonates with the belief of today’s young audiences in India who are seeking to drive a positive change.

    The 30-second ad film has been conceptualised and developed by creative agency Ogilvy, India. The campaign was rolled out on 1 February 2018, across 50 TV channels with presence in one of the most anticipated cricket series of the year – India vs South Africa, ODI Series.

    The film beautifully makes a simple point of ‘Be the change you want to see’. The young riders in the film set out to do just that. At first, it looks like they’re out to have a good time. But we realise that they do have a purpose. They’re not just riding, they are cleaning the beach, using an innovative contraption attached to their bikes. We see the pristine beach in the end and we hear the line, “Aanewale kal ki suraksha mein, hum aapka saath denge.” (In protecting the future, we’re with you.)

    Castrol India vice president of marketing Kedar Apte says, “Throughout the country there are examples of inspired youth cleaning their localities. We want this campaign to be a tribute those who protect that which is precious and showcase Castrol Activ as their partner in driving this positive impact, reflecting their drive and belief. We have leveraged television and digital media to reach out to young riders across the country.”

    Ogilvy chief creative officer Sukesh Nayak adds, “These days we often hear about the youth coming together to protect what they love and make a difference. We decided to use this behavioural change to tell a compelling story about a group of young riders who set out with the help of Castrol to protect a beach.”

  • Blush and Castrol Activ Scooter joins to make ‘Chal Udte Hain’

    Blush and Castrol Activ Scooter joins to make ‘Chal Udte Hain’

    MUMBAI:Culture Machine’s digital channel ‘Blush’ and Castrol Activ Scooter collaborate to celebrate the beautiful bond between a brother and sister. A brother is your first best friend and your partner in crime, he loves you unconditionally, inspires you, motivates you and most importantly he empowers you! ‘Chal Udte Hain’ tells a heartfelt story of a brother becoming the wind beneath his sister’s wings!

    Featuring popular digital star Mithila Palkar, the video follows the love-hate relationship of a brother and sister by showcasing some of their most memorable moments while growing up. Encouraging women to take charge of the tougher things in life and becoming more independent, Blush propagates that the sister can protect and pamper her brother just as much as he does to her through the video ‘#ChalUdteHain’.  The video is a montage of flashbacks about the life lessons a sister learns from her brother which eventually gives her the confidence to face the world on her own. On the occasion of RakshaBandhan, the sister exudes self-confidence making her brother proud.

    Speaking about the film, Culture Machine’s digital channel Blush released a statement, “People always treat women as delicate beings who need to be looked after and protected. There is also this wrong stereotyping of how women cannot do well in certain ‘male dominated’ domains. We want all the women to know that they are just as independent and capable as their male counterparts and for men to realise that the biggest contribution to their sister’s lives would be to encourage them to not only be self-sufficient but also push these so called boundaries. There can be no better gift a brother can give his sister.”

    Castrol India Ltd Head, Brand and Communications Kedar Apte, – commented, “The greatest benefit that a scooter gives the woman rider is independence. When given the right positive reinforcements throughout childhood – this independence is showcased everywhere including the vehicle she chooses to ride and its upkeep and maintenance Through this campaign on Rakhshabandhan we are trying to show how strong and interdependent brother-sister relationship is. In the video -the brother is chief ally, who encourages his sister to break barriers and inspires her to take full responsibility of her scooter including its maintenance…it’s a progressive & forward-looking narrative.”

    Mindshare Client Leadership Anita Kotwani said, “We have always believed that if you are able to build content around cultural relevance and bring in a new dimension to the storyline then it definitely resonates with the audiences. We are confident that this video will touch the hearts of millions of brothers and sisters in India and bring them closer to Brand Castrol Activ Scooter.”

    Mithila Palkar spoke on her experience, “Women, in general, have been taught for centuries that they need to be protected by their male guardians. Chal Udte Hain is a thought provoking video about brothers protecting women by making them self-reliant and taking confidence in their independence. I had a wonderful time working with the Blush team and take pleasure in being associated with this inspirational video. I’m sure the audience will love it.”

    To all the brothers- help your sister believe she can and she will. Here’s to looking at Raksha Bandhan in a whole new way!

  • Blush and Castrol Activ Scooter joins to make ‘Chal Udte Hain’

    Blush and Castrol Activ Scooter joins to make ‘Chal Udte Hain’

    MUMBAI:Culture Machine’s digital channel ‘Blush’ and Castrol Activ Scooter collaborate to celebrate the beautiful bond between a brother and sister. A brother is your first best friend and your partner in crime, he loves you unconditionally, inspires you, motivates you and most importantly he empowers you! ‘Chal Udte Hain’ tells a heartfelt story of a brother becoming the wind beneath his sister’s wings!

    Featuring popular digital star Mithila Palkar, the video follows the love-hate relationship of a brother and sister by showcasing some of their most memorable moments while growing up. Encouraging women to take charge of the tougher things in life and becoming more independent, Blush propagates that the sister can protect and pamper her brother just as much as he does to her through the video ‘#ChalUdteHain’.  The video is a montage of flashbacks about the life lessons a sister learns from her brother which eventually gives her the confidence to face the world on her own. On the occasion of RakshaBandhan, the sister exudes self-confidence making her brother proud.

    Speaking about the film, Culture Machine’s digital channel Blush released a statement, “People always treat women as delicate beings who need to be looked after and protected. There is also this wrong stereotyping of how women cannot do well in certain ‘male dominated’ domains. We want all the women to know that they are just as independent and capable as their male counterparts and for men to realise that the biggest contribution to their sister’s lives would be to encourage them to not only be self-sufficient but also push these so called boundaries. There can be no better gift a brother can give his sister.”

    Castrol India Ltd Head, Brand and Communications Kedar Apte, – commented, “The greatest benefit that a scooter gives the woman rider is independence. When given the right positive reinforcements throughout childhood – this independence is showcased everywhere including the vehicle she chooses to ride and its upkeep and maintenance Through this campaign on Rakhshabandhan we are trying to show how strong and interdependent brother-sister relationship is. In the video -the brother is chief ally, who encourages his sister to break barriers and inspires her to take full responsibility of her scooter including its maintenance…it’s a progressive & forward-looking narrative.”

    Mindshare Client Leadership Anita Kotwani said, “We have always believed that if you are able to build content around cultural relevance and bring in a new dimension to the storyline then it definitely resonates with the audiences. We are confident that this video will touch the hearts of millions of brothers and sisters in India and bring them closer to Brand Castrol Activ Scooter.”

    Mithila Palkar spoke on her experience, “Women, in general, have been taught for centuries that they need to be protected by their male guardians. Chal Udte Hain is a thought provoking video about brothers protecting women by making them self-reliant and taking confidence in their independence. I had a wonderful time working with the Blush team and take pleasure in being associated with this inspirational video. I’m sure the audience will love it.”

    To all the brothers- help your sister believe she can and she will. Here’s to looking at Raksha Bandhan in a whole new way!