Castrol India Limited announced today the relaunch of Castrol Activ, its market-leading two-wheeler engine oil brand. The updated product features enhanced protection against engine overheating and comes with new packaging that includes brand ambassador Shah Rukh Khan on the label.
The company has introduced a product upgrade to API SN standards alongside a new marketing campaign titled "#GarmiMeinBhi3xProtection," highlighting the product's three-fold protective capabilities.
"Engine overheating represents a significant challenge for motorcyclists in India, particularly during the summer months," said Rohit Talwar, Vice President and Head of Marketing at Castrol India. "Our upgraded formula addresses this concern directly."
According to industry data from Kline, India currently has approximately 235 million two-wheelers on its roads, with sales growing 14.8% in 2024. This increasing vehicle population faces challenges from extreme weather conditions and traffic congestion in both urban and rural areas.
The reimagined Castrol Activ features what the company calls Actibond™ Technology, which reportedly provides 50% better wear protection during engine start-up compared to standard API SN requirements. The company states the product offers protection during three critical phases: at start-up, while running, and when the engine is turned off.
The accompanying advertising campaign features Bollywood actor Shah Rukh Khan portraying a police officer in pursuit of suspects through Rajasthan's hot terrain. The commercial contrasts a motorcycle using Castrol Activ with another using standard oil, demonstrating the former's superior performance in high temperatures.
"The campaign will appear in ten languages across various media platforms," according to Sukesh Nayak, Chief Creative Officer at Ogilvy India, the agency responsible for the campaign's development. The television commercial is scheduled to debut during the Champions Trophy final this Sunday.
As part of their marketing strategy, Castrol India also plans to engage directly with approximately 30,000 mechanics across 40 Indian cities through targeted events.