Castrol, a lubricant seller, has launched its latest marketing campaign, #BadhteRahoAage, aimed at showcasing the progress and success of truckers who choose CRB Turbomax.
Created in association with Ogilvy, the campaign reaffirms the brand’s dedication to support the advancement and achievements of truckers.
Acknowledging the pivotal role of truckers, Castrol’s #BadhteRahoAage campaign seeks to empower them with superior engine protection, enabling their progress and contribution to driving the nation’s economy forward.
The first leg of the campaign includes a TVC that features two contrasting characters namely Sukhi, a young and progressive trucker, and Dukhi, who regularly experiences engine failures and repairs due to inappropriate engine oil choices. Through this quirky narrative, the TVC demonstrates vividly how CRB TURBOMAX engine oil empowers truckers to forge ahead in their businesses while emphasising the critical importance of selecting the right engine oil.
In addition to the TVC, the campaign will feature an extensive on-ground activation component tailored specifically to support truckers in their pursuit of progress. The lubricant brand has plans to forge strategic collaborations with entities providing essential resources to further enhance the growth and success of truckers. This includes highlighting the importance of business, finance, health, and technology for the trucker community.
Speaking about the campaign, Jaya Jamrani, Vice President – Marketing, Castrol India Limited, said, “Our new campaign #BadhteRahoAage is a special ode to the unwavering support of truckers in helping move commerce. This is one of the many ways in which Castrol’s reignited vision of accelerating progress comes to life. Our aim is to fortify our bond with this extraordinary community, reaffirming our unwavering commitment as their trusted allies in the pursuit of progress.”
Dushyant Kumar, Sr Vice President, Ogilvy Mumbai, said, “#BadhteRahoAage campaign weaves a compelling narrative of the role of engine oil in driving truckers’ progress. It’s simplicity and relatable storytelling will deeply resonate with truckers, complemented by a memorable jingle that amplifies its impact. The campaign aims to inspire truckers to keep moving forward.”
The nationwide campaign will target truck owners and drivers across India through TV, digital platforms, on-ground activations, and out-of-home advertising.
