Castrol has partnered with Jagran Solutions for the “Castrol 5 minutes Suraksha Ke” campaign. The objective of the program is to provide free health check up and accidental death insurance coverage for its target audience, along with an engine check up of their vehicles.
Jagran Solutions conceptualized and designed the experiential marketing program, “5 minute surakha ke” with an aim to inform the target group about the benefits of Castrol GTD/GTX diesel, its effects on the health of the engine and how it comes out to be cheaper as it increases life of engine in the long run. So when the TGs decide about engine oil, they should think of engine’s health in those five minutes & act sensibly.
Ambika Sharma, National Head, Jagran Solutions, says, “The concept of 5 minutes is an integral part of the each person’s day-to-day life. It completely fits into his daily routine activities. In the morning he has only 5 minutes to get ready. At lunch only 5 minutes to have food. A delay of 5 minutes makes a lot of difference to him. During this entire tussle what’s left neglected is something very close to him: his health. Yet the concept of 5 minutes means more to him than anything else “Paanch minute me paunch gaya” is possibly his most frequently used line. Also at the time of purchase, one has only five minutes to chose between a premium product and a subsidised product.So we went ahead with this concept of “5 minute Suraksha Ke” to connect with the TGs.”
On the one side they have provided protection to the engine by providing engine check up on the other side they are providing protection to the target audience by offering a health check-up, along with a ‘health check-up’ for the car’s engine. The program would also aim at increasing sales of Castrol GTD and GTX and to generate trials among Taxi drivers and to make Castrol as the preferred engine oil amongst target audience and to enroll fleet owners for a long term contract.
Spread across 23 cities, the campaign will cover cities like Mumbai, Pune, Ahmedabad, Surat, Nagpur, Raipur, Indore, Bhopal, Kanpur, Lucknow, Guwahati, Kolkata, Delhi, Jaipur, Dehradun, Jalandhar, Ludhiana, Chennai, Hyderabad, Bengaluru, Coimbatore, Kochi and Tiruvananthapuram.
Targeted Vehicles include diesel vehicles in the taxi segment & heavy users segment include Tata Indica, Tata Sumo, Tata Safari, Chevrolet Travera, Toyota Qualis, Toyota, Tata Indica, Tata Sumo, Tata Safari, Chevrolet Tavera, Toyota Qualis, Toyota Innova and Mahindra Logan.
The 1st phase of the activity is to understand the placement of the vehicles at each location and to take the opinion of the local dealers around the selected place. The 2nd phase will focus on increasing the brand visibility by parking the branded vehicle at the high TG location area along with a branded kiosk for the medical camp. Doctor will check BMI and provide information basic health tips and the certified Mechanic will check the vehicle and detail the current car condition. Accident insurance will be provided to taxi drivers buying castrol who come for the interaction and the promoter post interaction will place the car sticker and explain the product features, will give the on spot sale offer. The activity started on 2nd July and will end on 25th July.