Indian Oil’s Servo Pride XL Plus has rolled out a new campaign – ‘Har Mushkil ka hal with Servo Pride XL Plus’ that captures the frustration of fleet owners and truck drivers by giving them the perfect solution.
The campaign conceptualized by GREY group India primarily caters to fleet/truck owners. A smooth-running fleet means their customers are assured of timely delivery of goods which attracts more business. The need was to position Servo Pride XL Plus as a reliable ally that ensures their trucks and operations run uninterrupted, every day.
The main protagonist in the campaign is Babaji, a wise man who understands the problems faced by fleet/truck owners and their families. Maintenance of these trucks comes at a cost, which is eventually borne by the family. That’s because maintaining these trucks takes up a lot of time and attention, leaving truck/fleet owners little time to deal with their personal issues.
In the TVC, Babaji recommends Servo Pride XL Plus as a solution to all their problems.
Subodh Dakwale, Executive Director (Corporate Communications & Branding), Indian Oil Corporation Ltd said, “We wanted to position Servo Pride XL Plus as a reliable partner that ensures fleet operations run smooth. Communicating this broad yet unique thought was a little challenge as it had never been done in this category. However, the scripts presented to us by GREY made us chuckle and instantly helped us gain confidence in this thought. Furthermore, the TVC artistically directed by Nirvana Films took the films to a different level and will enable us to effectively connect with our diversified consumers across the country.”
Vineet Singh, Senior Vice President and Office Head, GREY group India (Mumbai) said, “Fleet/truck owners are always under stress when their trucks are on the move, and this stress is invariably passed on to their families in one way or the other. The communications attempts to address the root cause of all these problems in a light-hearted manner.”
You can watch the TVCs here:
Creative Team:Sandipan Bhattacharyya, Juneston Mathana, Adarsha Deshbhratar
Client Servicing: Vineet Singh, Priyanka Jaiswal, Hetal Bhanushali, Shormistha Chakraborty
Planning: Sonya Misquitta
Films: Sharad Shinde, Samir Chadha
Production House: Nirvana Films
Director : Kishore Iyyar
Producer: Manjeet Bawa
PR & Corporate Communications: Sonal Sheth