- Introduces high-performance lubricants for SUVs, Hybrids, and European vehicles
- The EDGErange will be available at Castrol workshops and online and offlineretail outlets across India
- Campaign TVC ‘Stay Ahead’ featuring Shah Rukh Khanis now live
- Castrol is an associate sponsor for broadcast of the T20 World Cup and Wimbledonon Disney Star.
Mumbai, 10 June 2024: Castrol India Limitedtoday unveiled an exciting range of products within the Castrol EDGEline. This premium and advanced engine oil, designed for on-demand performance, now includes threenew variants tailored for the passenger car segment, addressing the evolving needs of automotive consumers.
Supporting this launch is a dynamic television commercial (TVC) campaign titled Stay Ahead, featuring Bollywood superstar and brand ambassadorShah Rukh Khan. The TVC concluded its grand premiere on 9 June 2024amidst the highly anticipatedIndia vs Pakistan T20 match, whichshowcased Khan in a fresh and exciting avatar, highlighting the superior performance offered by Castrol EDGE.
The commercial cleverly plays on today’s paparazzi culture, depicting celebrities findinginnovative ways to ‘Stay Ahead’ of the shutterbugs.The core message highlighted in the TVC is Castrol EDGE’s ability to significantly boost engine performance on demand, ensuring drivers can count on exceptional performance in any situation and on any terrain.
The TVC openswith Shah Rukh Khan, playing himself, showcasing his cheeky dance moves outside his parked car,holding apack of Castrol EDGE. Soon, paparazzi on their bikes, exhausted from a swift chase, approach, expressing their surprise at finally spotting Shah Rukh Khan.The frame shifts to aflashback,showing an exhilarating and playful chasewhere the paparazzi eagerly try to get close to SRK’s car for pictures. However, each time,SRK zooms away,leaving the paparazzi only with blurry pictures of him.
Taking a humorous approach, the film highlights the innovative ways that celebs like SRK stay ahead of the paparazzi. In a light-hearted manner,SRK then reveals his secret to ‘Staying Ahead’ of the paparazzi and hands them a pack of Castrol EDGE engine oil. The paparazzi, hopeful of finally getting a clear shot,prepare their cameras. However,their anticipation quickly turns to playful disappointment as they watch SRK speed away once more. The commercial ends with SRK cruising away, leaving the world behind – “Castrol EDGE, Stay Ahead”.
“We are excited to launch Castrol EDGE, our range of high-performance car lubricants, with this engaging multimedia campaign featuring Shah Rukh Khan. The campaignleverages SRK as himself, showcasing a slice of his life, where the brand can truly give him an advantage,” said Mr. Rohit Talwar, Vice President and Head of Marketing, Castrol India Limited. “With the introduction of Castrol EDGE, our focus on innovation meets India’s growing demand for better performance from their cars. The new Castrol EDGE range features products specifically engineered for a range of vehicles, from Hybrids to European Cars and SUVs providing cutting-edge technology that exceeds the requirements of the highest industry standards. This launch reaffirms our leadership in the lubricant sector, and we are confident that Castrol EDGE will set a new benchmarkin engine performance and drive business growth.”
Discussing the TVC’s creation,Sukesh Nayak, CCO Ogilvy India said, “We had to do something magical on Castrol. With SRK on board, wewantedto creatively maximise his potential. Then the question we asked ourselves was “Why does SRK need on demand performance?” ‘Stay Ahead’ was born. This isn’t just a TVC, it’s a full-blown campaign replete with fun teasers, first ever SRK image gallery, roller coaster chases and a tongue in cheek humour that’s sure to keep consumers engaged.”
The campaign also closes the loop, offeringpaparazziSRK’s first-ever custom photo gallery.As SRK stays ahead of paparazzi With Castrol EDGE in his car, paparazzi can now access and use these pictures for free.
The all-new Castrol EDGE is formulated to deliver at least 30%1 improved performance versus tough industry limits. Designed and tested to meet latest OEM specifications, the entire range with PowerBoost TechnologyTMgivesdrivers the confidence to demand more power and acceleration2, when they need it the most.
The launch includes EDGE Hybrid specially formulated for Hybrid engine, EDGE Euro Car targeting leading EURO OEMS like Audi, BMW, Mercedes, Jaguar, Land Rover, Volkswagen, Skoda, and Porsche, and EDGE SUV for high performance and premium SUVs.
In Addition to the T20 World Cup, Castrol is also an associate sponsor on Disney StarforWimbledon in July 2024. The TVC is released on9 June in seven languages to resonate with diverse audiences as part of a complete 360-degree marketing campaignspread across multiple platformsincluding a teaser video, print, digital, influencer amplification and OOH.
