Castrol India has relaunched Castrol Activ, its flagship two-wheeler engine oil, with an upgraded API SN formulation and a refreshed packaging featuring Bollywood superstar Shah Rukh Khan.
With 235 million two-wheelers on Indian roads, and 2024 witnessing a 14.8% increase in two-wheeler sales, challenges like extreme heat, traffic congestion, and long commutes have intensified concerns around engine overheating. Castrol Activ’s new Actibond Technology provides 50% better wear protection at startup (compared to API SN standards), ensuring superior heat dissipation and engine efficiency.
Rohit Talwar, Vice President & Head of Marketing, Castrol India, emphasized, “Overheating is a major concern for Indian bikers, especially in summer. With this relaunch, we reinforce Castrol Activ’s 3X protection, offering bikers reliable engine performance even in extreme heat.”
New Campaign Featuring Shah Rukh Khan
To support the relaunch, Castrol India has rolled out an extensive marketing campaign, #GarmiMeinBhi3xProtection, featuring Shah Rukh Khan in a high-action TVC. The film, set in the heat-scorched landscapes of Rajasthan, showcases Khan as a determined cop chasing criminals on his bike. While his Castrol Activ-powered bike keeps moving effortlessly, the rival’s bike, running on ordinary engine oil, overheats and stalls.
Shah Rukh Khan remarked, “The heat can be relentless, whether chasing criminals on screen or tackling real-life traffic. Castrol Activ’s 3X protection ensures that your engine stays cool and your bike keeps moving.”
Recognizing the crucial role of mechanics in product advocacy, Castrol India will conduct Baadshah Mechanic Jalsas across 40 cities, engaging over 30,000 mechanics, reinforcing brand preference and expertise in the two-wheeler segment.
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