Write a short summary of what happens in the ambient or digital execution or campaign.

We partnered with The Trucking Association of India to gather over 500 truckers to a venue in Himachal Pradesh that featured a main stage that looked like an actual truck. Here, on the eve of World Yoga Day (21 June 2018), the truckers were taught how to perform the various Yoga Aasanas. Specially produced Truck Aasana instructional videos were pushed to the mobile phones of over 90,000 truckers via Whatsapp (India’s most popular messaging app) so they could use it when it was most needed – while with their trucks. To increase awareness and empathy for India’s truckers, we engaged the Indian Minister of Road Transport and Highways, Nitin Gadkari, to launch the ‘Castrol India Trucker Health Report’, a comprehensive study of health issues faced by India’s truckers. Infographics with alarming data on the topic were seeded to the media in the run-up to World Yoga Day, to drive conversations.

Cultural/Context information for the jury

Castrol’s flagship product– Castrol CRB – saw sales declining as Indian truck drivers opted for cheaper alternatives. India is home to one of the largest trucking communities in the world. This community isn’t the happiest or the healthiest. Long hours on the road, and a lack of healthcare knowledge have led to many serious and recurring health issues for them. Could Castrol CRB do something for the lives of truckers and keep them loyal to the brand? Indian truckers are mostly illiterate and barely consume any form of mainstream media. To successfully engage them, our campaign had to be deployed through mediums they are familiar with and can be easily incorporated into their daily lives. This campaign extended the care from truck to trucker. We built a clear parallel between the health of a truck’s engine with the health of a truck driver. This help set Castrol apart from the competition.