|Title||DO YOU THINK YOGA CAN SELL MORE TRUCK LUBRICANTS?|
|Brand||CASTROL- ENGINE OIL AND LUBRICANTS|
|Product / Service||CASTROL CRB|
|Category||F04. Social Behaviour & Cultural Insight|
|Entrant||CURRENT GLOBAL Mumbai, INDIA|
|Idea Creation||CURRENT GLOBAL Mumbai, INDIA|
|Idea Creation 2||OGILVY MUMBAI, INDIA|
|Media Placement||CURRENT GLOBAL Mumbai, INDIA|
|Media Placement 2||MINDSHARE Mumbai, INDIA|
|Media Placement 3||ZEE BUSINESS Mumbai, INDIA|
|PR||CURRENT GLOBAL Mumbai, INDIA|
|Production||OGILVY MUMBAI, INDIA|
|Shashikant Someshwar||Current Global||Managing Director|
|Rishitu Amarnani Current Global||Current Global||Vice President|
|Homith Bakshi||Current Global||Communications Assistant|
|Vidhi Bahl||Current Global||Manager|
|Sonal Dabral||Ogilvy India||Chief Creative Officer, Ogilvy South and South East Asia and Vice Chairman, India|
|Sukesh Nayak||Ogilvy India||Chief Creative Officer|
|Kainaz Karmakar||Ogilvy India||Chief Creative Officer|
|Harshad Rajadhyaksha||Ogilvy India||Chief Creative Officer|
|Yogesh Mani Pradhan||o||Senior Creative Director|
|Minal Phatak||Ogilvy India||Creative Director|
|saurav Das||Ogilvy India||Copywriter|
|Archana Singh||Ogilvy India||creative Supervisor|
|Vaibhav Patil||Ogilvy India||senior visualizer|
|Sheena Khan||Ogilvy India||Creative Controller|
|Rahul Chavan||Ogilvy India||Art Director|
|Ajay Menon||Ogilvy India||Managing Partner|
|Dushyant Kumar||Ogilvy India||Vice President|
|Rahul Khandelwal||Ogilvy India||Management Supervisor|
|Rutuja Bahutule||Ogilvy India||Account Supervisor|
|Amritraj Thakur||Ogilvy India||Senior Vice President|
|Divya Agarwal||Ogilvy India||Planning Director|
|Aadarsh Sharma||Ogilvy India||films|
Although they form the backbone of the country’s economy, the well-being of India’s truckers was being ignored. Castrol’s research on this community uncovered a fascinating insight that was relevant, important, newsworthy and worrying. India’s truckers were burning out, and they need help to get healthy. The resulting media coverage generated awareness of the plight of India’s truck drivers, empathy from the authorities and public, and helped uplift perception of Castrol among drivers as well as the general public, resulting in a five-fold increase in sales.
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. Despite being the backbone of the India economy, this community isn’t the happiest or the healthiest. Long hours on the road, demanding deadlines and a lack of healthcare facilities or knowledge have led to many serious and recurring health issues among members of this community. Castrol CRB Turbomax was relaunching in the country with the proposition of ‘up to 2 times engine life.’ Could Castrol CRB then also do something for the lives of truckers and keep them loyal to the brand? The business objectives were to: • Grow faster than the segment (which grew by 26%) • Arrest declining growth • Drive purchase intention among users of competing brands • Increase brand score on Spontaneous Awareness
We set out to help Indian truck drivers improve their physical health in a way that culturally resonated, and was sustainable, by borrowing from India’s most popular health regime – Yoga. Yoga itself originated in ancient India. Out of all physical exercises, it is perhaps the most familiar among regular Indians, despite whether or not they regularly practiced it. We partnered with India’s oldest yoga institutes to devise a set of 21 Yoga Aasanas (body poses) that can be performed inside or around trucks. We called these the TruckAasanas. This was Yoga modified for truckers. Each curated pose was given easily remembered names that borrowed from everyday trucker speak, such as ‘Steering Aasana’, ‘Clutch Aasana’, and ‘Headlight Aasana’.
In India, independent truck ownership outnumbers fleet ownership. The final decision on the health and maintenance of the truck rests not with the mechanic or fleet owners, but with the trucker. Indian truckers are mostly illiterate and barely consume any form of mainstream media. To successfully engage with truckers, 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 was what that set Castrol apart from the competition.
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.
The campaign reached 270,000 truckers, raising much needed awareness about taking care of their own health through Yoga. Tier 1: The campaign generated over 250 pieces of coverage across print, radio, TV and digital platforms reaching 100 million people. Digitally, #Truckaasana generated 12 million impressions. Mr. Nitin Gadkari said, “This campaign will go a long way in bringing a positive change in the lives of these unsung heroes of the Indian trucking industry. If they stay fit and healthy, road fatalities will come down.” Tier 2: Top-of-mind awareness and spontaneous mentions of Castrol CRB increased, resulting in trials and purchases of the product. Purchase consideration went up by 11 points and purchase intention amongst key competition users clocked at 86%. Tier 3: Sales for Castrol CRB grew five-fold compared to the previous year, and four times faster than the entire diesel engine oil category.