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‘Liquid Engineering’ to drive relaunch of Brand Castrol

29-October-2005
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‘Liquid Engineering’ to drive relaunch of Brand Castrol

Castrol India has relaunched the Castrol Brand with an array of new products based on its new “Liquid Engineering” theme. The new brand positioning has been developed after extensive consumer research to get an in-depth understanding of how customers and consumer habits have evolved and changed.

The new positioning is aimed to further underline the company’s technological prowess and accentuates their understanding of consumers’ relationship with their vehicles.

Speaking about the new positioning, Naveen Kshatriya, Managing Director, Castrol India said, “The new positioning, articulated as “Castrol - It’s more than just oil. It’s Liquid Engineering”, will contemporise the brand to connect more powerfully with its target audience and make it even more relevant for today’s consumers and customers. Whilst Castrol has been in India for over 85 years, the boom in automotive sector has added over 30 million target consumers in just the last five years. In the next five years, we expect another 50 million consumers to be added. Castrol India has always kept the consumer at the heart of everything we do. As a new breed of consumers evolves, we need to be proactive and change to meet their new demands and needs.”

Liquid Engineering, as the company announced, was the unique nature of Castrol products, which helped them work proactively within the vehicle to increase protection and enhance performance, for example, the unique heatproof formula in Castrol CRB Plus, ETP formula for CRB Turbo, Trizone technology for the motorcycle range, Unique Molecular Attraction formula in Castrol Magnatec and Liquid asset programme for workshops and B2B customers.

The new positioning is backed by a new identity, which will make the Castrol brand more sharply recognisable to the consumer. The Castrol Roundel, which is an integral part of the current logo, will be a key element of the new identity, which will be reflected on the pack range as well as all communication material.

The relaunch also impacts the Product Brand Architecture (PBA), with a rationalisation of the pack range. The rationalised PBA has clearly defined product offerings for the different consumer needs, simplifying the brand selection process for consumers and ensuring that the consumer gets the right product brand for his vehicle and for his needs.

The Liquid Engineering positioning has been brought alive with a slew of new product launches with upgraded technology formulations to offer ‘best in class’ products to its consumers.

In the passenger car range, new GTX Diesel and a top end product brand, Castrol Edge, is being launched. Edge is for the ultra passionate consumer who wants the best for his car.

The entire four stroke motorcycle range now incorporates the Trizone Technology, a pioneering global initiative already available to Indian consumers in Castrol Activ 4T and Castrol Power 1.

In the trucks and tractor segment, where Castrol is already a clear leader, the entire range is being upgraded to incorporate the latest developments in engine and lubricant technology.

The relaunch will be backed by an exciting 360 degrees campaign, which was rolled out across mass media on October 28. Castrol plans to reach its vast customer base through a multi touch point strategy involving mass media advertising, Internet campaigns, use of brand ambassadors, mechanic meets, transport nagar melas and targeted one to one communication with its workshop and B2B customers.

The creatives have been developed by O&M, while the media spends have been taken care of by Mindshare. The first phase of the advertisements will not feature the two brand ambassadors – Rahul Dravid and John Abraham. Dravid has been roped in for endorsing the Master Castro brand, while Abraham will be seen in advertisement for the two-wheeler segment.

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