Mumbai: Lubricant brand Veedol has launched a campaign for its Take-Off range in India. Created by Lowe Lintas, the campaign shows vignettes of young Indians doing the ‘right thing’ in the face of seemingly overwhelming odds.
Commenting on the campaign, R N Ghosal is Managing Director, Tide Water Oil Co. (India) Ltd said,“The campaign showcases Veedol’s full range of motorcycle and scooter engine oils in an upbeat, youthful ambience with an overriding sense of purposeful action built into the narrative.
“This would go a long way in enhancing Veedol’s imagery, in step with several other brand interventions we have undertaken recently like the launch of the new international packaging. I believe that this campaign is an important milestone in positioning Veedol as a vibrant and youthful brand of choice for emerging consumers”.
Lowe Lintas’s regional president Janmenjoy Mohanty said,“While tuning into the larger India story, we were looking for a youth truth that would suitably reflect the current dynamic. Our search led us to the fact that young people are self-starters, who will not wait for things to happen, but effect change themselves. That is what makes them the ‘young engines’ of a fast-changing India. A belief we reflect in the new communication for Veedol.”
While perhaps a first for Veedol, such ‘purpose-driven’ campaigns are plentiful in India and have been deployed for everything from motorcycles to soap to tea to underwear in the past, mining a similar territory when it comes to images and situations.
Agency: Lowe Lintas
Creative: JanmenjoyMohanty, AbhishekDeshwal, SurajitChakraborty
Account management: D. K. Guha, Subhabrata Roy, NibeditaGhosh
Account planning: Anurag Prasad, Punit Singh
Production: Finger Print Films
Director: Rajay Singh