Over the last few years India has seen a slew of new generation commercial vehicles enter the fray. Launched by domestic and multinational companies, these vehicles are built on modern platforms, are more reliable and efficient, and therefore command a premium.
They also need new-age maintenance products. Castrol, the largest private sector lubricant (lube) player, has launched a new campaign for its leading diesel engine lube brand, CRB Turbo, to drive home this very point. The diesel engine oil market is estimated at around 350 million litres in volume terms and account for about 50 per cent of the automotive engine oil market.
Castrol India Vice-president (marketing) Giriraj Bagri says, “Not just the vehicles (modern trucks), the changes in trucking conditions means you need the right maintenance products. The frequency of trips and the loads have gone up. At the same time, the prices of the trucks are high; so it’s natural the owner would want to maximise returns on the capital-intensive asset. They all want their new-gen trucks to run like new. They need to prevent a breakdown and a loss of revenue as a result. Above all they want a decent resale value.” The CRB Turbo claims to reduce engine wear by 40 per cent.
The television commercial, created by Ogilvy & Mather, draws a parallel between keeping a marriage fresh after years and keeping a truck running like it was brand new. The whole point is driven home through a conversation between a trucker and his wife who seem to be arguing about their marriage anniversary.
“It is easy to connect with the trucker who is on the road most of the time, making it tough to invest in his relationships. Just as jaded relationships need a fillip, so do trucks which the CRB Turbo provides,” adds Bagiri.
Ogilvy & Mather Vice-president (account management) Ajay Menon adds, “Earlier we had advertised the CRB franchise and not Turbo specifically. With this new ad we are looking to relaunch the Turbo with a new proposition — that of longevity. We were clear from the beginning that we had to weave in the trucker’s life in the ad to establish the emotional bond.”
The emotional angle was necessary given the nature of the category — low involvement, price driven and with little brand loyalty.
The Turbo has been the flagship of Castrol’s CRB franchise since 2000, with Plus meant for older generation vehicles and tractors. In its earlier advertising for its CRB range in 2008 and 2009, Castrol had highlighted the use of synthetic technology in these products.
To counter the post-downturn trend of downgrading, it had tried to emphasise why the customer should not compromise on the quality of the engine oil he uses for his vehicle.
The current campaign would also have a significant activation component. In keeping with Castrol’s strength in retail distribution, activities will be carried out in freight hubs or transport nagars where truckers converge. There will be mechanic meets, in-store promotions and contests and one-on-one contact with fleet-owners.
