TheVibe enters the world of branded campaigns by partnering with Castrol

Through its aesthetic first-person narration, the content creators aim to partner with leading brands for their upcoming series and features

e4m by exchange4media Staff
Published: Aug 19, 2017 8:31 AM  | 2 min read

TheVibe, an experiential travel content creator, recently released its first branded campaign - ‘Cruising Legends’ in partnership with Castrol, the automotive and industrial lubricant company. The month-long campaign covers four episodes that aim on actively promoting not only the brand but also alternative lifestyles to millennials. 


TheVibe believes that branded content is the way forward as the Indian young audience is looking for customized and engaging content from brands, over traditional advertising. That is If branded content does its job right and showcases the experience and pushes the brand recall. Consistency in branded content engages more audiences and generates relatively more ROI for brands. 


Asad Abid, Executive Producer, TheVibe, said, “It has been a year since we started meeting incredible people and bringing their stories on reel through TheVibe. With over a hundred stories and journeys of unconventional sportsmen, travel enthusiasts and many others, who’ve been applauding our approach, we decided to tactically associate with brands that align with the story line and narration of our respective projects. For our long-distance biking campaign – ‘Cruising Legends,’ partnering with an automotive brand was the best idea. We are really happy to tie up with Castrol Power1 Cruise for this project.”


In a year, TheVibe has delivered 103 high aesthetic and quality videos. It enjoys the viewership of more than half a million people and an engagement rate of 7 per cent. Seeing this positive response from the community, TheVibe has decided to step ahead by partnering with businesses for branded campaigns. While the channel promotes a brand through this campaign, it promises to keeps its signature style in place, that is, its first-person narrative that projects stories of real people and promotes alternative lifestyles. 

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