Our agencies have displayed great team spirit: Sandeep Sangwan, Castrol India

The Managing Director of Castrol India discusses the brand’s new social media campaign and the importance of building rapport with creative & media agencies during trying times

e4m by Neeta Nair
Updated: May 18, 2020 9:39 AM
Sandeep Sangwan

Castrol Activ, the engine oil brand for two-wheelers, recently launched its new campaign, #HangUpYourKeys, applauding the efforts of the people who are helping communities during such testing times.  Sandeep Sangwan, Managing Director, Castrol India tells us more about the film, which showcases real-life stories of young Indians who are making a difference in these challenging times, even while at home. 

Castrol has just launched the #HangUpYourKeys campaign on Digital medium. Why did you choose to use the Digital medium for the campaign?

As a responsible brand, Castrol was keen on doing a social awareness campaign on social distancing and digital was an obvious choice. Along with the core idea of #HangUpYourKeys campaign to encourage social distancing as #IndiaFightsCorona, we wanted to applaud every-day heroes, who even while at home continued to help others. With this campaign, we wanted to encourage people to act as catalysts of change, and thereby, become an inspiration for others.  

What are the different mediums you will be promoting this campaign on at this point?

To activate the campaign, digital became the preferred choice considering the personal nature of the medium, and its ability to connect individuals with society at large. Along with the digital video campaign, we also have TV actors who have endorsed the campaign, helping to take the message to more people and encouraging others to come forward and join the campaign to #HangUpYourKeys.  

Once the pandemic is behind us, would you say the trend of spending much more on Digital medium will stay or will Castrol go back to spending on mainstream platforms like TV, Print in the same ratio as earlier? 

Such decisions are based on consumers’ media consumption habits with respect to a brand’s objectives. So, if we witness any major shift in media consumption habits once the pandemic is over, we will review our overall strategy and decide accordingly. 

How has your relationship changed with your ad agency during such testing times? Many agency heads claim that the clients have become less demanding during the lockdown…

These are indeed tough and testing times for everyone. But, thanks to the one team spirit, which our agencies displayed, including our creative and media agencies, as well as all our internal team members who had to manage various time zones and geographies using available digital technologies, we were able to collaborate well and deliver this great outcome.

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