Castrol launches new EDGE range of products in India: Castrol India Limited today unveiled an exciting range of products within the Castrol EDGE line. This premium and advanced engine oil, designed for on-demand performance, now includes three new variants tailored for the passenger car segment, addressing the evolving needs of automotive consumers.
Mr. Rohit Talwar, Vice President and Head of Marketing, Castrol India Limited said, “With the introduction of Castrol EDGE, our focus on innovation meets India’s growing demand for better performance from their cars. The new Castrol EDGE range features products specifically engineered for a range of vehicles, from Hybrids to European Cars and SUVs providing cutting-edge technology that exceeds the requirements of the highest industry standards. This launch reaffirms our leadership in the lubricant sector, and we are confident that Castrol EDGE will set a new benchmark in engine performance and drive business growth.”
Discussing the TVC’s creation, Sukesh Nayak, CCO Ogilvy India said, “We had to do something magical on Castrol. With SRK on board, we wanted to creatively maximise his potential. Then the question we asked ourselves was “Why does SRK need on demand performance?” ‘Stay Ahead’ was born. This isn’t just a TVC, it’s a full-blown campaign replete with fun teasers, first ever SRK image gallery, roller coaster chases and a tongue in cheek humour that’s sure to keep consumers engaged.
The campaign also closes the loop, offering paparazzi SRK’s first-ever custom photo gallery. As SRK stays ahead of paparazzi With Castrol EDGE in his car, paparazzi can now access and use these pictures for free.
The all-new Castrol EDGE is formulated to deliver at least 30% improved performance versus tough industry limits. Designed and tested to meet latest OEM specifications, the entire range with PowerBoost TechnologyTM gives drivers the confidence to demand more power and acceleration, when they need it the most.
The launch includes EDGE Hybrid specially formulated for Hybrid engine, EDGE Euro Car targeting leading EURO OEMS like Audi, BMW, Mercedes, Jaguar, Land Rover, Volkswagen, Skoda, and Porsche, and EDGE SUV for high performance and premium SUVs.
In Addition to the T20 World Cup, Castrol is also an associate sponsor on Disney Star for Wimbledon in July 2024. The TVC is released in seven languages to resonate with diverse audiences as part of a complete 360-degree marketing campaign spread across multiple platforms including a teaser video, print, digital, influencer amplification and OOH.
