Castrol, the industrial and automotive lubricants brand, is going where the consumers is, to seriously influence the buying decision of its target audience. The brand has launched an on-ground campaign in as many as 23 cities to provide free health check up and accidental death insurance coverage for its target audience, along with an engine check up of their vehicles. The initiative aims not only to work up the sales numbers, but also to work on the awareness of the brand.
Jagran Solutions, which has worked on the brand earlier, is executing the activation. Launched on July 2, the campaign will continue till July 25.
Based on consumer insight, the concept of Castrol 5 minute Suraksha Ke (five minutes of safety) was worked out. 'Five minutes' was chosen because pre-research done for the campaign revealed that 'five minutes' is a phrase used often by the target group.
Ambika Sharma, national head, Jagran Solutions, says, "Usually, five minutes is an integral part of the TG's (target group's) life. In his daily life, the line used most frequently is 'Bas 5 minute'. In the morning, he has only five minutes to get ready. At lunch, he has only five minutes to have food. A delay of five minutes makes a lot of difference to him.
"During this entire tussle, what's left behind is something very close to him: his health. Yet, the concept of five minutes means more to him than anything else. Leveraging this, we wanted to introduce the concept of '5 minutes for You and Your Engine's health. Give just 5 minutes for you and your car's benefit'."
"Also," adds Sharma, "another critical insight was: at the time of purchase, one has only five minutes to chose between a premium product and a subsidised product. So, we also wanted to target this mentality for better protection of the engine. Understanding this, the concept of 5 Mins Suraksha Ke was incepted."
Since Castrol GTX Diesel and Castrol GTD work on the brand thought of providing protection to the engine, the same thought and proposition was therefore extended to the TG's protection by offering a health check-up, along with a 'health check-up' for the car's engine. The five minute interactions are being organised by the agency at various intersections of the cities.
Through the campaign, the company is also working on educating its TG about the benefits of insurance, as well as providing them with accident (death) insurance worth Rs 2 lakh from Castrol GTD and Castrol GTX diesel. The insurance push also works on the brand's proposition of increasing the life of the vehicle's engine.
The cities that are witnessing the action include Mumbai, Pune, Ahmedabad, Surat, Nagpur, Raipur, Indore, Bhopal, Kanpur, Lucknow, Guwahati, Kolkata, Delhi, Jaipur, Dehradun, Jalandhar, Ludhiana, Chennai, Hyderabad, Bengaluru, Coimbatore, Kochi and Tiruvananthapuram.
The campaign plays out in the form of interactive sessions on two levels, one with doctors doing a medical check up of the TG to reinforce the personal health factor; and two, mechanics performing their own check-ups on the TG's vehicles. The audience targeted comprised mainly of diesel taxi drivers, heavy users, tour and travel operators and fleet owners.
The vehicles targeted in the taxi and the heavy users segments include vehicles such as Tata Indica, Tata Sumo, Tata Safari, Chevrolet Tavera, Toyota Qualis, Toyota Innova and Mahindra Logan.
On being asked whether targeting other car brands may dilute the objective of reinforcing the Tata association, Sharma explains that though Castrol GTD is exclusively for Tata Motors, the other variant focuses on other vehicles.
To increase the brand visibility, branded vehicles are being parked at the locations and branded kiosks are being put up for the medical camp. For the Tata association, the agency put the Tata Motors association logo, Recommended by Tata Motors, on all the communication material. One on one pitches are also being executed to give special emphasis to the Tata-Castrol association.