Campaign India Power Play: Castrol

Soma Ghosh, vice president (marketing) India and South Asia, Castrol

 

Brand:

Castrol

 

How long has Castrol been associated with the ICC World Cup?

Castrol India has been associated with cricket since over a decade with its coveted Castrol Awards for Cricketing excellence (CACE), its association with Indian cricket superstars and also the Castrol Cricket Index (CCI). In 2011, Castrol cemented its association with cricket as the 'Official Performance Partner' of all the coveted International Cricket Trophies hosted by ICC (International Cricket Council) from 2011 to 2015.

 

What is year-on-year change Castrol has witnessed in their investment through ICC association?

 

We have a five year contract with the ICC, so there is no change in the sponsorship fees. The amount of investment made in leveraging the sponsorship depends on our plans for the year depending on the objectives we set for the year.

 

Why cricket?

Cricket is the most popular sport in India and enables us to connect with fans who want to be at the centre of the cricketing action. Over the years, Castrol has leveraged the ICC association and harnessed the passion of the game, especially with young India. Castrol delivers performance driven, exciting brands to its consumers and cricket is all about performance and excitement so it’s a perfect fit.

 

Will Castrol change its campaign plans, if India exits early?

No. The campaign plan covers all eventualities but we have confidence in the ability of the Indian team to stay in the tournament for the long run.

 

What will be your masterstroke at the ICC World Cup down under?

We have some exciting plans for the ICC World Cup in Australia and New Zealand. The ‘Castrol Activ Cling On To The Cup’ campaign aims to ‘virtually’ bring cricket fans to the center of all the live action during the ICC Cricket World Cup 2015 to support the nation. The campaign will create engagement opportunities through digital and social media platforms like Facebook, Twitter, Instagram, Google, Hangouts etc. The campaign will include our brand ambassador Harsha Bhogle along with Anil Kumble and Sanjay Manjrekar. The campaign aims to pioneer the use of technology and sponsorship to create unique engagement opportunities with the fans.

 

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