Competition in the truck engine oil category is fierce. Castrol’s flagship product– Castrol CRB – saw sales declining as cash-strapped Indian truck drivers opted for cheaper alternatives.
Research revealed that India’s truck drivers were burning out. This research inspired us to build brand preference and sales by drawing parallels between the health of the engine with that of the trucker. We championed the cause of trucker health through an original, integrated campaign and DEVELOPED A YOGA PROGRAM TAILORED FOR TRUCKERS called TRUCK AASANAS. The program was specially designed to build awareness about common health concerns posed by the physical demands of their work. The campaign was widely endorsed by some of India’s most important government figures, and touched over 100 million people across the country. This was possible by organizing large scale community events and multiple roadshows that created awareness about the importance of trucker health in India.