Mumbai : Castrol Activ, India’s No.1 engine oil for two-wheelers, today announced the launch of its new marketing campaign titled, #NonStopDemocracy.
Building on the brand’s proposition of “Protect What You Love”, the ad film is set against the backdrop of the upcoming general elections in India, encouraging the young audience of India to ‘Give a Ride, Help Cast a Vote.’ The campaign resonates with the belief of today’s youth, who are seeking to drive a positive change in the society.
Conceptualized and developed by creative agency Ogilvy, India, the campaign was rolled out on 22 February 2019 across multiple channels and is an extension of the brand’s marketing philosophy, focused on showcasing young riders as change makers for today’s society.
At the beginning of the film, the setting implies a low voter turnout during the general elections because of difficult weather conditions. However, the resolve of passionate youngsters on their bikes protected with Castrol Activ, ensure they individually visit various households, urge adults to cast their votes, and ferry them to the polling booth. The film also encourages voters to exercise their right to cast their vote.
Announcing the new campaign, Kedar Apte, Vice President – Marketing, Castrol India said, “Today’s youth is self-aware and responsible. This campaign is our salute to the youth who want to make a difference to society and are driving this positive change. In this journey, we hope that Castrol Activ will be their trusted partner. We see this communication as a catalyst for change to shape thoughts of the young generation and encourage them to keep protecting what they love.”
The previous film, ‘Beach’ in 2018, showed youth cleaning India’s beaches through a contraption attached to the bikes powered by Castrol Activ and was amplified through a cleanliness drive across the country.
On the occasion, Omer Dormen, Managing Director – Castrol India Limited added, “I’m happy that the much-loved Castrol Activ brand has once again been able to come up with an impactful message around protecting what you love. We hope this message resonates with India’s youth just like the previous campaigns and ignites a spark towards making a positive difference in whichever sphere of life they may choose.”
Sukesh Nayak, Chief Creative Officer, Ogilvy said, “Young voters will define the elections in 2019. By showing them a very easy to execute idea of converting their own motorcycles or scooters into a vehicle to ferry people to polling booths, we have hopefully shown them a way and encouraged them to think differently to do their bit.”
The campaign launch is backed with a refreshed new Castrol Activ, promising 3X protection across all stages of riding – during start up, running and even when the engine is off. Keeping with the changing times and needs of the modern-day bike rider, two new variants have been launched – Castrol Activ Stop-Start, which protects from wear caused though riding in Stop-Start traffic and Castrol Activ Cruise, designed to protect cruiser bikes through long rides.