With speeding Shah Rukh Khan, panicked paparazzi, and a savvy marketing stunt, Castrol EDGE has successfully embodied its motto ‘Stay Ahead’.
Castrol India’s latest line of high-performance lubricants—under the Castrol EDGE brand—is tailored for SUVs, hybrids, and European vehicles. It aims to meet the ever-evolving demands of today’s drivers.
What is really working for Castrol is its brand ambassador Shah Rukh Khan. The actor is featured in the television commercial ‘Stay Ahead’, released during the edge-of-the-seat India vs Pakistan T20 World Cup match on 9 June 2024. What’s could a better strategic move to grab the spotlight? It was the day when viewers were glued to their screens.
The commercial kicks off with Khan showing off his dance moves next to a car, holding a pack of Castrol EDGE. The storytelling then shifts to a flashback, where paparazzi are frantically chasing him for pictures, only to capture blurry images as his car deftly eludes them at every turn.
The battle was half won with Khan’s innate charm and magnetic screen presence drawing viewers in. But Castrol India didn’t stop there. The brand’s take on the paparazzi frenzy is now buzzing across social media and making headlines, striking a chord with audiences everywhere.
It’s a campaign that doesn’t just rely on star power but taps into the power of various mediums, ensuring widespread engagement among its audience. This television commercial anchors a comprehensive 360-degree marketing blitz, including teaser videos, print ads, digital campaigns, influencer partnerships, and extensive out-of-home advertising.
Launched in seven languages, the campaign is targeted at a diverse audience across India. The brand first released a print ad on the front pages of newspapers with intentionally blurred images of Khan.
The last page had a revelation—a QR code that led readers to an exclusive SRK image gallery curated by Castrol. Paparazzi and fans shared this innovative print stunt on social media.
With this Castrol EDGE campaign, Ogilvy India demonstrated why it reigns as one of the top advertising agencies, showcasing its mastery in leveraging celebrity endorsements.
They have maximised a star’s potential, extracting every ounce of value from their collaboration.
The commercial has so far garnered over 4.5 million views on YouTube.
Also read: ‘Zomato delivers on EV, delivers on time’—lazy tagline that fumbled a brilliant ad
A wake-up call
Castrol’s latest campaign has woken up the typically mundane world of engine oil advertisements.
Despite roping in cricketer Smriti Mandhana, Gulf Oil India’s Pride Scooter Plus campaign didn’t impress the audience. The campaign ended up being too predictable. Mandhana’s appearance was so underwhelming, they might as well have saved their budget and cast anyone else.
MAK Lubricants, on the other hand, teamed up with Indian cricket coach Rahul Dravid to launch well-produced short films, which show everyday scenarios. It’s relatable to the audience. However, the advertisement stumbled on factual accuracy, a point highlighted by several users in the comment section.
In these commercials, individuals are shown struggling to start their vehicles—cars, scooters, and trucks. Dravid advises them to switch to MAK Lubricants as a solution.
Critically, issues with starting a car can stem from various factors such as battery terminal glitches, a dead battery, or a faulty ignition switch, with the engine oil playing hardly any role.
“Rahul Dravid should know or collect the details about what he talks to (the) public,” commented one user. Another said, “Dravid, first of all, get the details about the starting trouble of the car engines.”
With Castrol EDGE pushing the envelope in their latest campaign, they’ve made one thing clear: Don’t let the product chain your creativity.