Mumbai, 22 October 2021 (GNI): Castrol POWER1 ULTIMATE, India’s premium engine oil brand for two-wheelers has launched a new digital campaign around #PerformanceThatSurprises highlighting the brand’s 5-in-1 full synthetic formula that offers superior engine health for two-wheelers. The campaign features Bollywood actor Tiger Shroff as the face of Castrol POWER1 ULTIMATE, whose persona resonates with the idea of a ‘performance that surprises’.
Conceptualized by Schbang, the campaign explores the idea of ‘The Man & the Machine’ and showcases a performance face-off between Castrol POWER1 ULTIMATE and Tiger Shroff. In the face-off, both Tiger and Castrol POWER1 ULTIMATE compete against each other to emerge as the ULTIMATE performer.
Speaking about the campaign, Jaya Jamrani, Vice President – Marketing, Castrol India, said, “At Castrol, we have consistently delivered industry-leading products that offer unmatched protection and performance for vehicles. Our new campaign #PerformanceThatSurprises creatively illustrates how our consumers can unlock the ULTIMATE performance by using Castrol POWER1 ULTIMATE. Looking ahead, we will continue to innovate our offerings and communications with the purpose of providing superior performance and experience to bike enthusiasts.”
Link to the YouTube video – https://www.youtube.com/watch?v=ZaYCtXYRHtI
Commenting on the new film, Harshil Karia, Founder, Schbang, said, “Every bike enthusiast wants to get the ULTIMATE performance from their bike. This is especially true for Indian consumers, given their heightened enthusiasm for better performance from bikes. Taking a cue, we conceptualised a face-off between Castrol POWER1 ULTIMATE and Tiger Shroff, to offer a visual delight for bike enthusiasts who want to unlock the ultimate performance from their vehicles.”
Sharing his excitement about the launch of the new campaign, Castrol POWER1 ULTIMATE brand ambassador and Bollywood superstar, Tiger Shroff said, “It’s an absolute pleasure to represent Castrol POWER1 ULTIMATE. I don’t think a brand has embodied what I believe in so perfectly as this campaign has. When Castrol approached me for Castrol POWER1 ULTIMATE, I knew this was a natural fit cause we both deliver performance that surprises. The creative, the tech, the use of digital, I am sure my fans will love the film and everything else that the brand is planning.”
Castrol’s POWER1 ULTIMATE campaign will go live on key digital platforms from 22 October and will be bolstered by strong on-ground execution to leverage Castrol’s wide retail network; including independent auto workshops through product displays, key visuals, and demonstration videos, stated in the press release.
About Castrol India Limited is one of the world’s leading lubricant brands and has a proud heritage of innovation and fueling the dreams of pioneers. Castrol India Limited is one of India’s leading lubricants companies with iconic brands such as Castrol CRB, Castrol GTX, and power brands like Castrol Activ, Castrol MAGNATEC and Castrol VECTON being the brand of choice for millions of consumers and customers across the country. The company also has a presence in select segments like High Performance Lubricants and metalworking fluids used in a wide variety of industries such as automotive manufacturing, mining, machinery and wind energy.
Castrol India has a large manufacturing and distribution network in India with three blending plants and a distribution network of 350 distributors who reach consumers and customers through over 100,000 retail outlets. In addition, Castrol sub-distributors reach additional outlets in rural markets while the company also directly services over 3,000 key institutional accounts.
Along with providing world class products and services, Castrol India focuses on and prioritizes safety, compliance and quality.
Website: www.castrol.co.in
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