CLIENT
Castrol India
Jaya Jamrani - Head - Brand & Communications
Kedar Apte - Vice President Marketing - India
Indresh Chawla - GM Marketing - MCO
John Cherian - Brand Manager
AGENCY
Dushyant Kumar - Vice President
Amritraj Thakur - Sr. Vice President
Feroz Shaikh - Client Services Director
Ricky Barretto - Account Supervisor
Abhijit Karandikar - Group Creative Director
SUMMARY
There are ~1-million mechanics in India and they influence >70% of lubricant sales. Winning with mechanics is thus a key growth driver. This segment of the value chain is transactional in nature, having derived a relationship through a stockist and having limited livelihood opportunities. Mechanics are downtrodden & forgotten heroes who do not consider their profession worthy of respect. This is Castrol India’s story of making a significant difference to lives of 280,000+ mechanics and deliver profitable business-growth. The story of an organisation choosing to recognising mechanics talent and celebrating their profession.
