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Tag: Sukesh Nayak

  • Shah Rukh Khan powers Castrol’s 3X Protection campaign

    Shah Rukh Khan powers Castrol’s 3X Protection campaign

    MUMBAI: Bollywood icon Shah Rukh Khan returns to the screen in a high-octane new campaign for Castrol Activ’s 3X Protection, where he plays a tough cop navigating the searing heat of Rajasthan in pursuit of criminals. In the ad, SRK’s bike, powered by Castrol Activ, continues to perform flawlessly without overheating, while the criminals’ bike stalls during a dramatic chase.

    Khan stated, “The heat can be relentless, whether you’re chasing criminals or battling real-life traffic. Castrol Activ’s 3X protection ensures engines stay cool and the bike keeps moving. It’s been a pleasure collaborating with Castrol on this campaign.”

    Castrol India vice president & head of marketing, Rohit Talwar stated, “Overheating is a common issue for bikers, especially in India’s harsh summers. This campaign highlights Castrol Activ’s promise of superior engine protection, while connecting with riders facing the challenges of long, hot commutes.”

    The TVC, conceptualised by Ogilvy India, blends action-packed drama with the brand’s core message of engine protection. It will debut during the Champions Trophy final and will run across digital, print, and outdoor platforms in 10 languages.

    Ogilvy India chief creative officer, Sukesh Nayak stated, “With Shah Rukh Khan’s magnetic presence, we’ve created an ad that is as thrilling as an action film while communicating the product’s key benefit—superior engine protection.”

    The campaign also features social media activations and influencer partnerships. The new Castrol Activ is now available at retail outlets and online across India.
     

  • Amazon India’s cardboard beds: Comfort delivered at Maha Kumbh 2025

    Amazon India’s cardboard beds: Comfort delivered at Maha Kumbh 2025

    MUMBAI: Can cardboard bring comfort? Amazon thinks so!

    When it comes to thinking outside the box, Amazon has taken it to a whole new level—by transforming the box itself. At the Maha Kumbh Mela 2025, where millions will converge for one of India’s grandest spiritual gatherings, Amazon India is delivering more than just packages. They’re delivering comfort.

    Imagine attending a 45-day festival and finding a sturdy, comfortable bed crafted from Amazon’s signature cardboard packaging. Sounds crazy? Maybe. But it’s also ingenious.

    With a quirky campaign tagline—“Aapki Suvidha Ke Liye, Aaram Ki Delivery”—Amazon promises to turn sleepless nights into restful ones, ensuring that attendees can recharge and fully embrace the Maha Kumbh experience.

    Here’s the deal: Amazon has upcycled its iconic cardboard boxes into portable beds that will be freely available across the sprawling festival grounds in Prayagraj, Uttar Pradesh. These beds aren’t just makeshift solutions—they’ve been designed to handle the festival’s unique challenges, from chilly nights to wear and tear.

    Why beds? Because after a day of spiritual reflection, rituals, and massive crowds, everyone deserves a good rest—even on cardboard.

    Amazon isn’t just handing out beds willy-nilly. They’ve partnered with Maha Kumbh authorities to strategically place these upcycled innovations:

    . Lost and found centres: Helping those in distress rest while they await reunions.

    . Kumbh police karmacharis: Providing relief to the hard-working officers keeping the event safe.

    . Festival hospitals: Supporting caregivers and patients.

    . General public: Attendees can grab some shut-eye in select areas.

    It’s a thoughtful plan designed to cater to diverse needs. Would you ever have guessed a cardboard box could have this much potential?

    Amazon teamed up with Ogilvy India, their creative partner, to bring this innovative idea to life. According to Ogilvy India chief creative officer Sukesh Nayak, “Nights at the Maha Kumbh can get extremely cold, and we wanted to tackle this challenge with something unique. By reengineering Amazon’s cardboard boxes, we created sturdy, comfortable beds that deliver warmth and ease to attendees.”

    Safety and durability were top priorities. A team of specialised fabricators and local environment testers ensured these beds were ready for the rigours of the festival.

    Amazon has a plan for life after the festival, too. Unusable beds will be responsibly disposed of, while usable ones will be donated to local NGOs, extending their lifecycle and impact.

    As Amazon India director of marketing, Pragya Sharma puts it, “It’s not just about thinking outside the box—it’s about transforming the box itself to make a tangible difference.”

    Let’s face it: 45 days in a crowded spiritual hub can be exhausting. Amazon’s thoughtful initiative brings not just comfort but innovation to an event that embodies India’s cultural richness. It’s a testament to how brands can blend creativity, practicality, and sustainability to serve the community.

    Could this be the start of a trend where brands take responsibility for enhancing community events?

    This Maha Kumbh Mela, Amazon is proving that even a humble cardboard box can be a game-changer. It’s not just about delivering packages anymore—it’s about delivering solutions, one bed at a time.

  • Savour the art of slowing down with Cadbury Bournville

    Savour the art of slowing down with Cadbury Bournville

    MUMBAI: Can’t wait for a quiet evening, the hum of the world softening, and a square of indulgent dark chocolate melting slowly on your tongue?

    In a world addicted to speed, where every moment seems to blur into the next, Cadbury Bournville invites you to hit pause.

    With its new campaign, Don’t Rush It, Mondelez India’s premium dark chocolate brand is redefining indulgence—not just as a treat, but as a way of life. It’s an ode to slowing down, embracing the present, and savouring the intense richness of life, one luxurious bite at a time.

    After all, why race through life when the sweetest moments come when you simply pause?

    At the heart of the campaign lies a powerful message: life’s most meaningful indulgences aren’t meant to be rushed.

    Cadbury Bournville, crafted with perfectly roasted cocoa beans and designed with larger indulgent pip shapes, offers a rich taste that demands attention, time, and mindfulness. The campaign positions Bournville as more than just a treat—it becomes a ritual, an opportunity to immerse oneself in a luxurious moment of indulgence.

    Mondelez India VP marketing, Nitin Saini highlighted the campaign’s purpose, “With Cadbury Bournville, we believe that life’s most meaningful indulgences aren’t meant to be rushed. In a world where everything moves at a relentless pace, we want to inspire people to take a moment, be present, and truly savour the richness of their moments. Thus, with our new campaign, ‘Don’t Rush It,’ we’re encouraging consumers to experience a deeper connection with oneself—one pip at a time. After all, the most memorable moments are the ones that are unrushed.”

    The campaign film, a high-octane thriller with a humorous twist, dramatises Bournville’s intense taste, reinforcing the idea that it is best enjoyed bit by bit.

    Ogilvy India CCO, Sukesh Nayak added, “We wanted Bournville to make dark chocolate desirable in India, which is predominantly a milk chocolate market. This campaign maintains Bournville’s premium, international imagery while introducing a unique narrative that captures the richness of its flavour. The film perfectly blends sophistication with wit, creating a memorable appeal.”

    Watch the campaign film here:

  • Asian Paints launches ‘The Safe House’ campaign

    Asian Paints launches ‘The Safe House’ campaign

    Mumbai: The exteriors of our homes stand as the first line of defense against nature’s harsh elements like heavy rains, intense sunlight and persistent dust. Over time, these elements can affect the look and durability of homes, leaving homeowners searching for a solution that truly lasts. Asian Paints, trusted by homeowners across India, has taken its flagship exterior paint, Apex Ultima Protek—widely known as the Lamination Paint—to the next level by powering it with Graphene, a revolutionary material offering unmatched protection and durability. Offering a 12-year warranty, this re-engineered paint sets a new benchmark for exterior protection.

    Graphene is reshaping industries with its incredible strength, flexibility, and durability. Now, it powers Asian Paints Apex Ultima Protek, forming an ultra-strong barrier that shields homes from UV fading, cracks, and water damage. Graphene’s advanced elastomeric properties stand as the toughest and most reliable protection for Indian homes.

    To bring this innovation to life, Asian Paints has launched an all-new campaign, “The Safe House,” with brand ambassador Ranbir Kapoor. In the commercial, Ranbir Kapoor is seen stepping into the role of a spy for the first time, navigating thrilling escapes from dangerous adversaries.

    Conceptualized by Ogilvy India and directed by renowned filmmaker Shashanka Chaturvedi, the ad for Apex Ultima Protek unfolds against the vibrant backdrop of a Moroccan market as it takes viewers on a whirlwind adventure. Ranbir, as the dashing agent, along with his heroine, narrowly escapes enemies chasing them through winding streets. Just when it seems like there’s no escape and a missile locks onto its target, Ranbir has a brilliant idea—to retreat to their impenetrable “Safe House,” protected by Ultima Protek powered by Graphene.

    The enemy tries everything—missiles and relentless attacks—but the Safe House stands untouched and invincible. This cinematic masterpiece brilliantly captures Ultima Protek’s protection against every element, be it scorching sun, torrential rains, or persistent dust.

    By blending the intrigue of espionage with cutting-edge innovation, the campaign lands how Ultima Protek, powered by Graphene, delivers unparalleled performance. The safe house becomes a central metaphor, emphasizing the brand’s role in shielding homes from relentless external challenges, much like a spy’s impenetrable hideout that ensures safety under the harshest conditions.

    Speaking about the new Ultima Protek campaign, Asian Paints CEO & MD Amit Syngle commented, “At Asian Paints, innovation and technology are at the heart of everything we do. From Teflon in Royale to Lamination in Ultima Protek, and now Graphene—the wonder material—we’ve consistently set new benchmarks in the category. With Graphene-powered Ultima Protek, we’re delivering the toughest protection for Indian homes. By focusing on technology-driven solutions, we aim to simplify the decision-making process for our consumers, helping them choose the best for their homes.”

    Speaking about the commercial, Syngle added, “This Ultima Protek campaign mirrors a blockbuster action movie brought alive by the presence of our brand ambassador Ranbir Kapoor. Brimming with action and drama, Ultima Protek powered by Graphene, paired with Ranbir’s charisma, is set to captivate the nation.”

    Ogilvy India CCO Sukesh Nayak said, “This campaign is an exciting, gripping spy thriller that brings to life the incredible safety and strength of Ultima Protek with Graphene. The creative concept of ‘Safe House’ demonstrates how this house is more than just a shelter – it’s a fortress, a secure haven made impenetrable by the power of Graphene. The story is brought to life by Ranbir Kapoor stepping into the role of a super spy who uses the safe house protection in the most intense situations to complete his mission.”

  • Mondelez India elevates gifting with Cadbury’s Studio Creations

    Mondelez India elevates gifting with Cadbury’s Studio Creations

    Mumbai : Mondelez India, the makers of leading snacking products, is excited to announce the launch of Studio creations by Cadbury, a luxurious new collection of signature pralines. This marks the brand’s most significant launch in over five years, reimagining the world of premium gifting with an artistic touch. The introduction of Studio creations by Cadbury is not just a launch—it’s a celebration of craftsmanship and innovation, created to cater to the evolving tastes of today’s discerning consumers.

    At the heart of this offering is a curated selection of beautifully crafted pralines with 3 exotic flavours- Gianduja, Brownie Aux Noix & Chocolat A L’Orange- that blend the finest ingredients with artistic elegance luxuriously encased in a meticulously crafted jewel toned box. Every piece is a story—a fusion of rich flavors and intricate design that invites consumers to savour the artistry in every bite. As gifting becomes more refined and unique, Studio creations by Cadbury stands out as a perfect choice for those looking to make a statement.

    Mondelez India vice president of marketing Nitin Saini reflected on this milestone, stating, “With Studio creations by Cadbury we’ve reimagined gifting as a tasteful and refined gesture. It’s not just about the chocolates—it’s about the thought and care that goes into choosing something truly special for someone important. The new launch also underscores our commitment towards elevating the premium portfolio; a category that’s growing significantly higher than the overall chocolate category in India.

    Our consumers are very conscious of their choice of gifts & see them as an extension of their refined tastes. With Studio creations by Cadbury, we are presenting our consumers an opportunity to Gift a taste of art; making the important ones in their life feel truly cherished. To bring this artistry to our consumers, there was no better choice of brand ambassadors than the super talented & charismatic couple, Kareena Kapoor Khan, and Saif Ali Khan. We are thrilled to welcome them to the Cadbury family.”

    Kareena Kapoor Khan and Saif Ali Khan mentioned “We’re so excited to join the Cadbury family and be a part of this incredible new launch, Studio Creations By Cadbury. This is more than just chocolates—it’s about giving a gift that feels special, refined and thoughtful. We can’t wait to share this with everyone!”

    Ogilvy India, chief creative officer Sukesh Nayak said, “This festive season Mondelez is offering a luxurious chocolate gifting experience with the launch of Studio. What stands out is how different and classy it looks and feels amongst all its competition. Saif Ali Khan and Kareen Kapoor Khan’s effortless chemistry and charm were a perfect match for the brand’s personality. The film shows how the box of Studio pralines catches attention like a piece of art does.”

    Shekhar Banerjee, Chief Client Officer & Office Head, West, North & East, Wavemaker India, states that their strategy centers on launching a premium gifting brand optimized for omnichannel growth. “This approach demands a unique perspective on audience segmentation, media usage, data, and platforms. Key to our campaign was how we segmented premium chocolate consumers, leveraged our Qcom and retail partnerships, and identified strategic corridors that drive impact. These elements were instrumental in crafting a campaign that aligns perfectly with our premium positioning.”

    Design Bridge and Partners executive creative director Southeast Asia & India Phil Dall  highlighted the strength of their ongoing collaboration with Mondelez, stating, “Studio creations by Cadbury represents the next evolution in our long-standing partnership with Mondelez. We’ve worked together to create not just a brand, but an experience that truly connects with consumers. It’s about more than gifting—it’s about crafting moments of connection through artistry and indulgence, reinforcing the creative vision we’ve cultivated together over the years.”

  • Coke & Ogilvy make you ‘Happy to Queue’ with their latest experiential campaign

    Coke & Ogilvy make you ‘Happy to Queue’ with their latest experiential campaign

    Mumbai: This Ganesh Chaturthi, Coca-Cola and WPP Open X led by Ogilvy have brought a fresh twist to the concept of waiting in line with their latest experiential campaign – Happy to Queue. Festivals across the country see bustling crowds, with people often enduring long queues to partake in celebrations. This year, Coca-Cola decided to transform this usually mundane experience into one of delight and refreshment with a metaphorical installation in the form of a Coke bottle. It not only brought the fizzy magic of Coca-Cola to life but also turned waiting into a refreshing experience.

    Coca-Cola has long been a part of consumers’ most cherished celebrations, to create moments of joy, upliftment and magic, Happy to Queue installation being another testament of the same. The Happy to Queue experience at Andheri Cha Raja during Ganesh Utsav took the shape of a refreshing Coke bottle, where festivalgoers were greeted with mist fans, aromatic Coca-Cola bubbles, and, of course, a chilled bottle of Coke. This creative space helped people beat the heat and stay refreshed enhancing their festive spirit.

    From an aerial view, the installation and the movement of the crowd resembled the bubbles inside a Coke bottle, waiting to pop and add to the excitement of the celebration.

    https://www.instagram.com/reel/C_m0TdPSuC1/?igsh=MWZwZnBnZHJvdWxnbw==

    “At Coca-Cola, we believe there is real magic in people coming together, celebrating shared moments and living the vibrance of our rich culture. With “Happy to Queue”, we wanted people to enjoy the festive cheer in a new way, celebrating togetherness and the effervescence of life, much like sharing a chilled bottle of Coke,” said Coca-Cola Company’s India and Southwest Asia Operating Unit senior director, marketing for Coca-Cola category Kaushik Prasad.

    “Real Magic is when you can make standing in a line exciting & refreshing. This festive season Coke Happy to Queue gave people a chance to experience what it feels like to be inside a Coke bottle. Uplifting them to feel one with the fizz and the bubbles”, remarked Ogilvy India chief creative officer Sukesh Nayak.

  • Cadbury Celebrations launches #CreatingMemoriesNeverClicked campaign

    Cadbury Celebrations launches #CreatingMemoriesNeverClicked campaign

    Mumbai: This Raksha Bandhan, Cadbury Celebrations introduces their heartwarming campaign, #CreatingMemoriesNeverClicked, allowing brothers to turn uncaptured moments into cherished keepsakes. Conceptualized at the heart of the irreplaceable sibling bond – full of unforgettable memories like playful teasing, or saving the last piece of chocolate – this campaign offers siblings a unique chance to express their love.

    With #CreatingMemoriesNeverClicked, the brand has rolled out a user-friendly microsite, where individuals can transform precious, undocumented moments from their memory into realistic photos. On the campaign website-www.cadburycreatingmemories.com, brothers can share their cherished memories that best define their bond with their siblings, along with accompanying photographs. Using cutting-edge technology, including AI and upscaling techniques, a personalized image of the memory is then recreated. Developed by Ogilvy India’s creative tech team, the site features facial restoration, out painting, and de-ageing to ensure a high-quality and enjoyable experience while adhering to ethical standards. Once produced, these images can be personalized and shared with siblings virtually or printed on a specially crafted Cadbury Celebrations box, making for the most perfect surprise on this joyous occasion.

    Mondelez India vice president of marketing Nitin Saini expressed his excitement about the campaign stating, “Each year we aim to capture the essence of sibling love and nostalgia, often focussing on the timeless memories shared between siblings.  Their bond is precious and unbreakable; they may fight, bicker and disagree, but at the end of the day, they care about each other fiercely. Raksha Bandhan celebrates this special connection, bringing siblings together to reflect and cherish what they have. Having shared so much of their lives, their relationship is filled with moments and memories that are wholly and truly theirs. Our effort with #CreatingMemoriesNeverClicked is to continue Cadbury’s tradition of enabling brothers to express their love and do something sweet for their sisters during Rakhi, and through this campaign, we want to help them relive their special moments and grow closer.”

    Ogilvy India chief creative officer Sukesh Nayak said, “There are albums and albums of pictures filled with special memories of siblings growing up together in every household. But still, some of these special memories often go unclicked. At Ogilvy, we believe in creating work that beautifully blends strong cultural insight with new-age technology, making it super relevant. So, this Rakhi we transformed the iconic Cadbury Celebrations box into a canvas that helps brothers create those unclicked moments which we always cherish. Making the Celebrations box almost like a time machine that helps siblings go back in time and create a moment never clicked as the most special gift this Rakhi for every sister.”

    Wavemaker India chief client officer & office head, West, North & East, Shekhar Banerjee said, “The blend of AI and emotions has opened up some great opportunities for us to transform last-minute giftee experience to a thoughtful gesture with the power of media. Leveraging a behaviour-based platform strategy to target brothers and cutting-edge media innovations, we are seamlessly integrating the communication across platforms to encourage brothers to play a more active role in a festival traditionally led by sisters.”

    #CreatingMemoriesNeverClicked builds on the TV commercial ‘Iss Rakhi, Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye,’ and embodies Cadbury Celebrations’ commitment to making every occasion special.

  • Bajaj Pulsar NS400Z debuts with ‘Chala Apni’ campaign

    Bajaj Pulsar NS400Z debuts with ‘Chala Apni’ campaign

    Mumbai: Bajaj Auto, an Indian motorcycle manufacturer present in over 70 countries, has launched its flagship 400cc motorcycle, the Pulsar NS400Z. In the competitive middle-weight motorcycle market, the Pulsar NS400Z stands out with its performance and features. Priced at 1,85,000/- (ex-showroom), it offers impressive power-to-weight and power-to-price ratios.

    The motorcycle’s performance, features, design, and pricing make it appealing to young riders, encouraging them to follow their own path. The brand has transitioned from the ‘Definitely Male’ platform to the more inclusive ‘Definitely Daring’ with the new message – Chala Apni.

    The new campaign is designed to inspire, encouraging individuals to follow their own path, take a stand, and challenge norms. The accompanying film is both adrenaline-infused and thought-provoking, aligning with the Pulsar brand’s image.

    Speaking on the campaign, Bajaj Auto CMO Deepika Warrier shared, “The Pulsar and especially the NS sub-range have always been seen by their riders as an expression of their identity. We are using the new campaign to launch the NS 400 Z and to celebrate our young riders’ mentality –their need to master their own lives, resist societal pressures, and make daring & uncomfortable choices. The ‘Chala Apni’ campaign strategy is the outcome of extensive cultural insighting work and aims to inspire Indian youth to express their “Inner Roar” and follow through on daring life choices. The campaign also celebrates the bond between the rider and the Pulsar NS 400 Z, which is a beast of a ride that combines category-beating power, speed, control & style.”

    Ogilvy India CCO Sukesh Nayak shared his insights, “At Pulsar we have always dared to do different. So this time, for its latest offering, for the most advanced Pulsar ever, we have dared to put the rider in the centre. ‘Definitely Daring’ is a platform, an inclusive space that will help inspire the riders to follow their own calling and not just be followers. Chala Apni is not just a campaign line but hopefully an inspiration for the riders out to their to listen to their heart and not their mind.”

  • Kiran Bedi unveils Eveready’s Siren Torch with safety alarm

    Kiran Bedi unveils Eveready’s Siren Torch with safety alarm

    Mumbai:  Eveready Industries India Ltd (EIIL), India’s No.1 battery brand synonymous with power, performance, and reliability along with India’s First Woman IPS Officer, Dr. Kiran Bedi unveiled a first-of-its-kind flashlight with safety alarm – the Eveready Siren Torch. This market disruptor and pioneering siren flashlight emits a loud 100dbA safety alarm when the user pulls the attached key chain in a distressing situation. Designed to empower women and people at large, the newly launched siren flashlight aims to enhance safety and security in daily life. This innovative product is backed by the brand’s latest campaign, #AwaazUthaneyKaPower, which is led by deaf and verbally challenged people to highlight the need for this product to ensure safety and security for all.

    For the #AwaazUthaneyKaPower campaign, Eveready collaborated with India Signing Hands, an organisation dedicated to providing solutions to “accessibility” issues faced by the deaf community in India. To dispel the silence around women’s safety, the campaign connects with the deafening power of non-verbal communication through a powerful film crafted by Ogilvy India. The film features deaf and verbally challenged women, alone in different locations, narrating their traumatic experiences in sign language. They recount being very close to danger sometimes or being subjected to eve-teasing. Eveready Siren Torch empowers women to make noise even without a voice, with 100-decibel SOS alarms to prevent abuse and alert passersby. The film encourages others to stand up for themselves, feeling empowered by the message: “Ab awaaz main bhi uthaungi” – I will make my voice heard too.

    Speaking on the occasion, Bedi said, “A woman’s physical and inner feeling of safety empowers her; it is essential for her mental health. Sometimes an external tool is needed to feel safe in all circumstances—whether moving out at odd hours or travelling distances to fulfil their dreams. Eveready’s unique Siren Torch is a significant step in empowering women to feel safe with an assurance to go that extra mile without hesitation or apprehensions about safety.”

    “I am proud to support the #AwaazUthaneyKaPower campaign and look forward to extending this partnership with my NGOs, Navjyoti India Foundation and India Vision Foundation, to further our shared goal of women’s empowerment and create a safer society for all,” she added.

    Eveready Industries India Ltd. senior VP & SBU head (batteries & flashlights) Anirban Banerjee stated “Eveready is a tireless champion of infinite power. This spirit has inspired us to design Siren Torch – a transformative solution that goes beyond mere functionality, offering hope and empowerment for women across India. With women’s safety at its core, our commitment to excellence and innovation has led the creating of a game-changing device that empowers women to make noise even without a voice. It’s 100-decibel SOS alarms to prevent abuse and alert passersby. Affordable, compact and feature-rich, we believe this product will significantly impact women’s lives. From the often deserted farmlands of rural India at night to the solitary late nights of Urban India, Siren will empower women to unlock their power of self-defense, build confidence, and shape a safer future for themselves and their communities”. 

    “Giving voice to the voiceless is not an easy task. But when Sujoy and his team came up with the idea of using non-verbal actors for the campaign, the path ahead was simple enough. The involuntary silence of the actors on screen serves to drive home the impossibility of the situation that women face on a daily basis. Through their mute gestures, the characters in the films speak for women who suffer shame, indignity and crude violence without a word. Now everyone will get to make a noise, even if they don’t have a voice,” remarked Ogilvy India CCO Sukesh Nayak.

  • 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.