High-Performance Lubricants for SUVs, Hybrids, and European Cars Now Available Nationwide
Mumbai, 10 June 2024: Castrol India Limited has introduced a new lineup of its premium engine oil products under the Castrol Edge brand, tailored to meet the demands of modern automotive consumers. The expanded range includes high-performance lubricants specifically designed for SUVs, hybrid vehicles, and European cars. These products will be available at Castrol workshops and through both online and offline retail outlets across India.
To promote this launch, Castrol has rolled out a vibrant television commercial (TVC) campaign titled “Stay Ahead,” featuring Bollywood superstar Shah Rukh Khan. The commercial debuted on 9 June 2024, during the high-stakes India vs. Pakistan T20 match, showcasing Khan in a dynamic and engaging new role. The TVC leverages today’s paparazzi culture, humorously depicting how celebrities like Shah Rukh Khan manage to stay ahead of photographers, paralleling the superior performance of Castrol Edge.
The commercial opens with Khan performing playful dance moves outside his car, holding a pack of Castrol Edge. Paparazzi on motorbikes, fatigued from a rapid chase, finally catch up to him, only to be left with blurred images as Khan repeatedly speeds away. The film highlights the innovative ways celebrities stay ahead of the paparazzi, with Khan humorously revealing his secret—Castrol Edge engine oil—before once again leaving the paparazzi in the dust. The ad concludes with the tagline, “Castrol Edge, Stay Ahead.”
“We are thrilled to launch Castrol Edge with this engaging multimedia campaign featuring Shah Rukh Khan,” said Rohit Talwar, Vice President and Head of Marketing at Castrol India Limited. “This campaign, which showcases a slice of Khan’s life, emphasizes how Castrol Edge provides an edge in performance, aligning with India’s increasing demand for high-performance vehicles. The new range includes products specifically engineered for hybrids, European cars, and SUVs, setting a new benchmark in engine performance and driving our business growth.”
Sukesh Nayak, Chief Creative Officer of Ogilvy India, added, “With SRK on board, we aimed to creatively maximize his appeal. The concept of ‘Stay Ahead’ was born from the question, ‘Why does SRK need on-demand performance?’ This campaign is more than just a TVC; it includes fun teasers, an exclusive SRK photo gallery, exciting chases, and tongue-in-cheek humor to keep consumers engaged.”
The new Castrol Edge range promises a 30% improvement in performance compared to stringent industry limits. Formulated and tested to meet the latest OEM specifications, the products feature PowerBoost Technology™, providing drivers with enhanced power and acceleration when needed most. The launch includes:
- Edge Hybrid: Specially formulated for hybrid engines.
- Edge Euro Car: Targeting leading European OEMs like Audi, BMW, Mercedes, Jaguar, Land Rover, Volkswagen, Skoda, and Porsche.
- Edge SUV: Designed for high-performance and premium SUVs.
In addition to its T20 World Cup sponsorship, Castrol is an associate sponsor for Wimbledon on Disney Star in July 2024. The TVC has been released in seven languages, resonating with diverse audiences as part of a comprehensive 360-degree marketing campaign spanning print, digital, influencer amplification, and out-of-home advertising.
With Castrol Edge, drivers can expect unparalleled engine performance, ensuring they stay ahead on any terrain and in any situation.
