Castrol India: Super Mechanic contest

Castrol India, a brand of industrial and automotive lubricants, encouraged brand growth in India by launching a contest to find the best mechanic through a televised series.

The communication goal

Since engine oil is a highly low involvement and low loyalty category, mechanics were of utmost importance to Castroi. This is because they were the bridge between the brand and its consumers who were hardly involved with engine oils! We wanted to fuel love for Castroi and drive preference towards the brand especially in the mechanic community.

The situation analysis

The major TG of Castrol is the Mechanic community as they are the driving force of decision making for end consumers who have almost no knowledge or preference of the engine oil being used in their vehicles....

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