John Abraham, the latest darling of corporate India, has been roped in as brand ambassador of Castrol India Ltd. An avid biker and a youth icon, Abraham was felt to be the natural choice for Castrol lubricants, especially its two-wheeler range.
Announcing the tie-up, A S Ramchander, Director, Automotive Business, Castrol India, said, “Castrol is a super brand which has been in India for over 85 years. We have been trendsetters and innovators in the Indian lubricant industry, always putting customers at the heart of everything we do. The signing of the actor is in line with our philosophy of getting the right connects with our customers. Abraham is a passionate biker and a hero amongst two-wheeler enthusiasts, who form a large part of our customer base.”
Commenting on his association with Castrol, Abraham said, “I am a die-hard bike enthusiast. I am a loyal Castrol consumer. So when Castrol approached me to be their brand ambassador, I was thrilled. Castrol is all about passion and winning performance – values which complement my personality perfectly. I am looking forward to this association and doing some exciting creative work for the Castrol brand.”
Sudhanshu Vats, Vice-President-Marketing, Castrol India, added, “India is the fastest growing motorcycle market in the world and Castrol India has a dominant market share position in the motorcycle lubricant market.”
“Abraham was a perfect choice as brand ambassador, given his passion for motorcycles and the power and style that one associates with him. We have some innovative communication and marketing initiatives lined up which should generate a lot of interest and excitement amongst our consumers. He joins Castrol’s other superstar brand ambassadors – Rahul Dravid and Adam Gilchrist,” Vats further said.
He revealed that Castrol would be advertising in print, TVC and the Internet. It was all about a 360-degree approach.