Castrol India

Jaya Jamrani - Head - Marketing and Communications Kedar Apte - Vice President Marketing - India Indresh Chawla - GM Marketing - MCO John Cherian - Brand Manager

Ogilvy Mumbai *Lead Agency

Dushyant Kumar - Vice President Amritraj Thakur - Sr. Vice President Feroz Shaikh - Client Services Director Ricky Barretto - Account Supervisor Abhijit Karandikar - Group Creative Director

In a low-involvement category rife with increasing competition and celebrity power, holding market share can be tough. Things worsen if the category isn’t growing and consumers start downgrading. This is the story of how Castrol Activ (premium 2-wheeler engine oil) elevated its functional appeal of non-stop protection to a higher-order benefit of protecting democracy. How it created difference in an indifferent category and got youngsters to action protection. In the bargain, it reiterated leadership stance and created a nudge in increasing voter turnout in the world’s largest democratic exercise.