Mumbai: HP Lubricants has rolled out an integrated campaign for its motorcycle engine oil HP Racer. The campaign, featuring popular Bollywood actor Ranveer Singh, emphasizes the importance of using the right engine oil for bikes to both, bike owners and mechanics. The new campaign is conceptualised and executed by Leo Burnett India.
HP Lubricants has roped in Ranveer Singh as the face of its range of engine oils, to further strengthen the brand’s positioning in the highly competitive engine oil category. HP Racer is a multipurpose engine oil for lubrication of engine, gear box and clutch in two wheelers. The brand’s new communication aims to establish the insufficiency of ‘regular’ oil, and showcases the key benefit of HP Racer’s with its differentiated and superior CSP Technology. This technology optimises the friction co-efficient, provides excellent oxidation stability and maintains sludge and varnish control.
Speaking about the association with Ranveer Singh and the new campaign, Mr. Rajnish Mehta, Executive Director – Direct Sales, HPCL, said, “HP Lubricants is the largest lube marketer in India for four consecutive years. In a strategic move to improve visibility and brand recall of our ‘Power Brands’, we believe that Ranveer Singh, as the face of the brand, will help strengthen our association further with biking enthusiasts and mechanics. Engine oil is a low-involvement category, and we are confident that this campaign will see consumers voluntarily opting for the technologically superior HP Racer. Add Ranveer’s power-packed and genuine persona to the mix and we have the ideal choice to help take HP Racer to our customers.”
The TVC opens with a young biker riding into a garage and asking the mechanic to refill the engine oil in his bike. To this, the mechanic asks if he wants regular engine oil or HP Racer. The customer reacts indifferently saying he really doesn’t care. In comes Ranveer Singh along with other mechanics, rapping the superior benefits of HP Racer.
Watch the film here:
Speaking about the campaign, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia said, “Ranveer Singh’s infectious energy and natural connect with all audiences lent themselves seamlessly to the film. His portrayal as a mechanic is sure to strike the right chord with our primary audiences – the mechanic community and youth of the country – predominantly bikers. I’m confident that our customers will remember the catchy rap and Ranveer’s jig in the HP Racer film for some time to come, especially since it is so relatable. We are gunning for customers go ahead and opt for HP Racer with this film, and the HumanKind roots in the idea shine through perfectly, as well.”
Client: Hindustan Petroleum Corporation Limited (HPCL)
Brand: HP Lubricants
Product: HP Racer
Creative Agency: Leo Burnett India
Chief Executive Officer, Leo Burnett, South Asia & Publicis Communications India: Saurabh Varma
Chief Creative Officer, Leo Burnett, South Asia: Rajdeepak Das
Chief Strategy Officer, Leo Burnett, South Asia: Dheeraj Sinha
Executive Director & Branch Head, Mumbai: Rakesh Hinduja
Business Head: Sidheshwar Sharma
Executive Creative Director: Vikram Pandey (Spiky)
Creative Team: Brahmesh Tiwari, Chandani Samdaria, Sagar Parab, Vinayak Ghadigaonkar, Bharat Gamare, Pramod Jaitapkar, Dilip Rahate
Planning Team: Yousuf Rangoonwala, Aditi Jain
Account management: Rumi Behramkamdin, Ganesh Shinde, Balkrishna Amin, Kartik Deokar
Production House: Prodigious India
Head of Prodigious India: Vandana Watsa
Producer: Akshay Multani
Film Director: Karan Kapadia