Mumbai: Castrol India, the country’s leading lubricant manufacturer, has unveiled a high-impact marketing campaign to support the relaunch of Castrol Activ, its flagship two-wheeler engine oil brand. Designed to provide superior 3X protection against engine overheating the product upgrade is backed by a multi-channel campaign featuring brand ambassador Shah Rukh Khan.
Conceptualised by Ogilvy India, the campaign draws on India’s extreme summer heat as a creative hook, showcasing Castrol Activ’s resilience through a high-adrenaline chase sequence. In the TVC, set in Rajasthan’s scorching desert, SRK plays a cop in pursuit of criminals, but as the chase intensifies, only his bike—powered by Castrol Activ—endures the extreme heat, while the rival bike, powered by ordinary engine oil, overheats and stalls.
“The story of Castrol Activ is a simple yet powerful one—protection in extreme conditions. And who better to embody this than Shah Rukh Khan? His on-screen presence, combined with the product’s reinforced promise, makes for an impactful narrative,” said Sukesh Nayak, Chief Creative Officer, Ogilvy India. “Through this campaign, we’ve blended product functionality with strong storytelling to create something that will resonate with millions of bikers.”
The campaign has been launched in 10 languages, ensuring wide reach across diverse consumer segments. The TVC will debut during the broadcast of the Champions Trophy final on Sunday. Beyond TV and digital, Castrol is leveraging influencer collaborations, social media engagement, and high-visibility outdoor placements to maximize impact. Mechanics are the key opinion leaders in this category and to bring this campaign alive, Castrol India will conduct Baadshah Mechanic Jalsas across 40 cities pan-India engaging with over 30k mechanics directly, to further strengthen mechanic advocacy and preference. As a part of the relaunch, the brand will see a packaging refresh featuring Shah Rukh Khan on the pack as well.
“Overheating is a key biker pain point which is especially relevant for India where summers are harsh and long commutes can put excess stress on the engine.” said Rohit Talwar, Vice President & Head of Marketing, Castrol India. “This campaign not only reinforces Castrol Activ’s promise of 3X protection but also deepens our connection with bikers across the country by singularly addressing one of their biggest pain points.”
The ‘#GarmiMeinBhi3xProtection’ campaign showcases how a functional benefit such as protection, can be transformed into an engaging consumer story. By combining Shah Rukh Khan’s star power, a strong product proposition, and high-quality production, Castrol India has created a campaign that is expected to make a lasting impact.
“The heat can be relentless, whether you’re chasing criminals on screen or navigating real-life traffic,” said Shah Rukh Khan. “Castrol Activ’s 3X protection ensures that engines stay cool and bike keeps moving. It’s been great to collaborate with Castrol on this campaign, bringing this excellent product to life in a way that connects with every rider in India.”
The new Castrol Activ is now available at retail outlets and e-commerce platforms across India.
