Mumbai, July 2023.

Castrol, India’s leading lubricant player, unveiled a new marketing campaign,#BadhteRahoAage, focusing on the opportunity of remarkable progress and success of truckers who prefer Castrol CRB TURBOMAX. The campaign, developed in collaboration with Ogilvy marks a significant milestone for Castrol in reinforcing its commitment to the progress and success of truckers.

Commercial vehicles and truck drivers serve as the backbone of the Indian transportation and logistics industry. Truck drivers tirelessly navigate highways, delivering essential products that power various sectors, thereby connecting businesses, industries, and communities. Castrol's #BadhteRahoAage campaign recognises the importance of truckers and aims to empower them with superior engine protection, enabling them to progress and drive the economy forward.

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."

The first leg of the campaign includes an engaging TVC featuring two contrasting characters: Sukhi, a young and progressive trucker who consistently chooses Castrol CRB TURBOMAX, 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.

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."

In addition to the TVC, the campaign will feature an extensive on-ground activation component specifically tailored to support truckers in their pursuit of progress. Castrol also plans to establish strategic collaborations with entities that will provide essential resources to further enhance the growth and success of truckers and driving the importance of business, finance, health, and the role of technology for the trucker community. This nationwide campaign will target truck owners and truck drivers across India and will be amplified through television, digital platforms, on-ground activations, and impactful out-of-home advertising.

Castrol CRB TURBOMAX features advanced Dura Shield^TM Technology, which is meticulously crafted to provide 3X Protection to the engine by addressing the primary factors of Heat, Deposits and Wear which contribute to engine damage. This exceptional formulation not only safeguards against the accumulation of harmful soot particles but also shields critical surfaces from wear and tear. By forming a durable protective layer on moving metal surfaces, the Castrol CRB TURBOMAX engine oil resolutely withstands challenging conditions, ensuring long-lasting performance and reliability.