Castrol India Ltd
Product type/ Description
Tractor Engine oil
Rural Marketing Program Of the Year Best Innovative rural marketing initiative a. Rural initiative conducted in strictly rural areas (i.e.) in villages between 20000- 100000 population
Castrol: â€˜Operation Attackâ€™
Castrol the leading engine oil company had re-launched- CRB plus, tractor engine oil, in low sales area. They wanted to reach both the CRB non users- and CRB past users with simple yet interesting idea and give them an experience that leaves a strong brand impact in their mind.
Brief/Objective ? To demonstrate the benefit of CRB Plus (with) Heat proof formula ? To show how the engine oil lubricates even at 300 deg C protecting the engine ? Re-establish CRB plus in a strong competitors market ? To dynamically drive home the brand proposition by comparing ordinary oil & CRB Plus. ? Trigger consumer conversions from competitors brand to CRB plus ? Motivate retail channels
Target Audience ? Farmers and mechanics ? Age group- 20- 45 years ? Owns 1- 2 tractors ? Decision maker ? Can be influenced easily ? Seeks value for money
Strategy for collaterals â€“ The markets for this promotion were strong competition markets with low CRB share. A hard hitting convincing campaign named Operation attack was activated to get conversions through strong communication of the product proposition, hence taking the customer experience the inside of the engine of a tractor by making him visually see ? The working of the oil inside
the engine through a larger than life mechanism so as to demonstrate the benefit of CRB plus to the TG ? Do a comparison between an
ordinary oil and CRB plus at a higher temperature of 300 degree to show the difference ? Reaching customer through
a movie â€“ Jai Kissan , with a tone of communication that would appeal to the emotions of the lapsed CRB plus user like a long lost friend. The movie encouraged TG to embrace a friend in the form of CRB plus who has always protected his tractor.
Reaching out to customer at their work place-
CRB targeted customers viewing an aspiring brand movie named Jai kissan in a closed air conditioned bus. Comfortable seating arrangements n refreshments keep the customer hooked to the message.
ls rate tria to gene k s o i K Sale
t esence a Brand Pr s re hops ips and ty h s r e l a e d
eneratio nquiry g e n a t a D
tor o at Trac m e D e iv L hubs mechanic n i d n a m
CRB activation with local mechanics
Highlighting product features to customers 3
1500 shows in 90 days
– Top of Mind Awareness of CRB plus increased by 12.1% viz-a-viz last quarter.
65 districts across India
Reached 150000 farmers
Preference share increased of CRB – plus by 3.1% in comparison to last quarter.
17,400 liters of CRB oil sold during campaign
Brand proposition recall and intention to purchase –
79% recall the brand proposition correctly. (base 50 TG post campaign feedback)
65% CRB non users explicitly expressed their willingness to shift to CRB Plus (base 200 TG)
Source : Activation agency
Percentage of growth in D1, D2 & D3 market
D1=High potential, low CRB share D2=High potential, strong CRB hold 17%
D3=OEM market with M&M tractors 8%
Dealer- Jhansi This initiative is first ever in our history. The footfall and enquiries have doubled after the activation