Castrol CRB Turbomax takes the musical route to reveal truck owners' happiness

Castrol India has rolled out a campaign for its CRB Turbomax range. 

 

Conceptualised by Ogilvy, the film through a musical reveals how CRB Turbomax helps a truck fleet owner 'Sukhi' be happy in life and succeed. Another fleet owner 'Dukhi', who doesn't use Castrol CRB Turbomax, is discontent as he has to keep spending money on repairs.  

 

Jaya Jamrani, vice president – marketing, Castrol India, said, "Our new campaign #BadhteRahoAage is a special ode to the unwavering support of truckers in helping move commerce. This is one of the many ways in which Castrol’s reignited vision of accelerating progress comes to life. Our aim is to fortify our bond with this extraordinary community, reaffirming our unwavering commitment as their trusted allies in the pursuit of progress."

 

Dushyant Kumar, senior vice president, Ogilvy Mumbai, said, "#BadhteRahoAage campaign weaves a compelling narrative of the role of engine oil in driving truckers’ progress. Its simplicity and relatable storytelling will deeply resonate with truckers, complemented by a memorable jingle that amplifies its impact. The campaign aims to inspire truckers to keep moving forward."

 

Along with the film, the campaign will also consist of on-ground activations, digital and OOH.