The Hindu Business Line : Castrol to spend Rs 100 cr on ads, promos

Chennai, June 17 Lubricants manufacturer Castrol India, part of the British Petroleum group, plans to spend close to Rs 100 crore on advertisements and product promotion, about 10 per cent more than in 2007, the company’s Executive Director, Mr A.S. Ramchander, told journalists here.

Lubricants is a product that a consumer does not usually come in contact with directly, so selling it is different from selling other products. Apart from ads, Castrol has, in the last couple of years, adopted a village visit model, where a bus flits from village to village.

Once in the village, the bus doubles as a small movie theatre, where a popular movie is screened. Somewhere in the middle, the movie is interrupted to carry a promotional film about Castrol and its benefits. The effort proved to be a hit. A bus that moves from village to village also provides a tremendous opportunity to cross sell many products. Asked about this, Mr Ramchander just said that Castrol has “thought about this”, but did not want to elaborate. The Rs 2,200-crore Castrol India has a 23 per cent share of the Indian lubricants market.

Meanwhile, Castrol India has been chosen as the “exclusive first fill” for Tata Nano cars, Mr Ramchander said.

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