Castrol’s Power1 brand needed to reconnect with the youth- its core audience, and kick-start some real conversations.
The route taken was to create The Grand India Road Trip— to highlight motorcycle riding and connect bikers from across the country. The task was to invent a strategy that appeals, resonates and builds the community that rides with a common passion. Through Castrol, bikers contributed to a crowd-sourced book and video, which defined “what biking means to a biker of India.” To keep the audience at home engaged, our digital community could log into an app and clock their own kilometers wherever they were riding as well. Over 100,000 kms were clocked by bikers and logged digitally.
The Grand India Road Trip represented a pivotal point in the influencer marketing strategy for the Castrol Power1 brand. The average interactions on Facebook increased by 30% during the campaign time. The Audience reached through the campaign was a mammoth 5.5 million , five times the consumer base for Castrol Power1.