Valvoline Cummins Pvt ltd — a leading supplier of premium branded lubricants and automotive services recently launched its new TVC, ‘Baccho Jaisa Junoon’, to celebrate its passion to stay original, innovate and stay ahead of the curve while maintaining its 150-year old legacy. Honoring the longstanding innovation of the company, the campaign highlights Valvoline’s child-like enthusiasm, passion, and curiosity to give customers the best products. Children have always been the best example of originality as they constantly innovate and experiment and Valvoline celebrate this by bringing the same curiosity and passion to the brand and its philosophy.
Ipshita Chowdhury, Chief Marketing Officer, Valvoline Cummins india an exclusive chat with MediaNews4U speaks on the campaign, Valvoline’s market share, marketing initiatives in the new normal, and much more…
Valvoline is a 150 yr old legacy, but today there are a plethora of engine oils, what is your USP?
Valvoline is the “Original Engine Oil” brand. We are truly proud and humbled with our 150+ years of innovation and keeping the world moving. We introduced the world’s first branded engine oil*, first racing oil, first synthetic blend. All of this has been possible because of our inherent passion for technology and delivering the absolute best for our customers all around the globe. With such a rich heritage and hands-on expertise, we have been successful in breaking the clutter and stand out as the most innovative brand.
We also believe that our company is like a well-oiled engine that is self-motivated and self-starting and each team member acts as an integral part to make us better. And this is exactly Our USP – our never-ending curiosity and relentless passion to innovate, and better ourselves every day.
Over the years we have created products to meet the demands of the present and the future. The brand has remained a lubricants company with products such as engine oils, gear oils, brake fluids and more, making them an expert in the industry. At present, Valvoline operates a global network of research and development labs, distribution, and customer services in 140 countries and is proud to have been the only engine oil company that could perform all required tests for API and ILSAC petrol categories in our house engine test lab. Valvoline is always moving, continuing our longstanding tradition of value-adding innovations for users and partners
The commercial is brilliant, what made you want to do a campaign in these times?
This pandemic time has really hit hard on all of us. The campaign is not just about our brand positioning as the Original Engine Oil but also a message to stay strong, curious, and innovative. Like everyone, we have faced our own set of challenges, but our relentless efforts kept us going and that is how we have this rich heritage of more than 150 years.
Children are known to bring joy and life wherever they go. In these times with people having gone through a near house arrest situation; we felt that making a campaign based on curiosity would make a positive impact in every way possible. This effort is a testimony of not only the trust and credibility that we have built but also the passion and continuous efforts that keep us going!
What was the brief to the agency and to the filmmaker?
Valvoline is known as the Original Engine Oil across the globe, and we wanted to build the same brand imagery in the Indian Market. So, the brief to the agency was crystal clear to bring out our rich global heritage of hands-on expertise establishing trust and credibility earned over 150 years. The creative inspiration for ‘BachhoJaisaJunoon’ came from the inherent curiosity and originality children have and the passion they exhibit. Our new campaign –‘BacchoJaisaJunoon’ reinforces the brand’s same promise of continuous innovation.
Our agency was briefed in detail to create a film that depicted Valvoline as a progressive, forward-looking, and innovative brand that wanted to inform its customers about what goes behind the making of each of our products.
The media mix for this campaign?
The media mix is a clear reflection of where our consumers engage the most-TV news Channels, GECs, and digital platforms. In our case, the end-users and our particularly important community of mechanics consume the above medium of communication. While we expect end-users to be more aware of the campaign, our network of mechanics also plays a crucial role as the end user’s decision depends on what experts say. We have an integrated approach led by Television and Digital and supported by all our on-ground efforts.
Digital is the go-to platform now, how much of your spend (an average) on digital platforms?
Our approach is always digital-first, cutting across our own social and search platforms. We understand with the current pandemic, most audiences have turned to digital platforms and publications which make them our first option when it comes to media. Our digital investments are nearly 1.5 to twice more than others in the industry. We believe our consumers can discover us effectively via the vast array of digital media available today.
Market share of Valvoline?
We are the fastest-growing automotive lubricant brand in the country today and we intend to continue this journey over the next few years. We are the pioneers and innovators in the lubricant industry and with that legacy, we are steadily rising both in terms of brand equity and shares.
What are the marketing innovations going forward?
With changing automotive technology and emission norms, we innovate continuously. We constantly innovate and currently have future-ready products that are lined up to be launched. We are looking forward to creating products that are environment-friendly and reduce carbon footprint along with being the best for your engines.