Castrol India has launched a campaign '#GarmiMeinBhi3xProtection', featuring actor Shah Rukh Khan.

Conceptualised by Ogilvy, the campaign comprising a film, relaunches Castrol Activ, its flagship two-wheeler engine oil brand. Set in a blistering desert, the film begins with two individuals reporting a robbery to Khan, who is portraying the role of a cop. He immediately jumps on his bike to chase the fleeing robbers. However, due to the intense heat, the robbers' bike overheats and breaks down, while Khan's bike, fueled by Castrol Activ, withstands the scorching conditions, allowing him to catch up with the criminals.

What we think about it: The film picks on the relatable insight of overheating that riders face in summer. Using the same as a creative hook, the ad is quirky and the messaging hits right. Khan's charisma adds on to the narrative, rather than taking away the limelight from the brand message.  

Sukesh Nayak, chief creative officer, Ogilvy India, said, "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. Through this campaign, we’ve blended product functionality with strong storytelling to create something that will resonate with millions of bikers.”

Rohit Talwar, vice president and head of marketing, Castrol India, said, “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. 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.”