Castrol’s ‘Stay Ahead’ television commercial (TVC) campaign features Shah Rukh Khan. In the campaign, Khan, playing himself, showcases his dance moves outside his parked car, holding a pack of Castrol EDGE. The core message highlighted in the TVC is Castrol EDGE’s ability to boost engine performance. Rohit Talwar, vice-president and head of marketing, Castrol India Limited, talks to BrandWagon Online about the inspiration, creative process, and challenges faced in bringing this campaign to life.
What inspired the concept behind this campaign, and how does it resonate with your target audience?
Castrol EDGE is engineered to enhance car engine performance, even under the most demanding conditions. In India, many car owners view their vehicles as symbols of their success and are looking for better performance from their cars. This reflects an aspirational India with greater spending power, eager to stay ahead in life. The campaign’s core idea, ‘Stay Ahead,’ captures this cultural context by emphasizing performance on demand. Partnering with Shah Rukh Khan, we aimed to convey this message effectively. His exceptional track record, trendsetting reputation, and authenticity make him a perfect fit to connect with our audience across India.
Can you walk us through the creative process of developing this ad campaign from ideation to execution?
The campaign’s creative expression, “Bye Bye Paparazzi,” was inspired by a memorable conversation with Shah Rukh Khan (SRK). He instantly loved the concept and collaborated closely with us. The TVC features SRK showcasing his dance moves outside his car, holding Castrol EDGE. Paparazzi, exhausted from chasing him, finally catch up, only to flashback to the chase where SRK continually outpaces them thanks to Castrol EDGE’s Powerboost TechnologyTM.
Key contributors to bringing this vision to life were Sukesh Nayak from Ogilvy and Good Morning Films. Directed by Shashank Chaturvedi, also known as Bob, who has previously worked with SRK, the film truly captures the magic of SRK for our brand. Both Sukesh and Bob have established a strong sense of partnership and trust with SRK, which was critical to delivering this campaign.
The humorous narrative highlights how SRK stays ahead of the paparazzi, revealing his secret as Castrol EDGE engine oil. Despite the paparazzi’s hopes, SRK speeds away once more, leaving them with blurred photos. The commercial concludes with SRK cruising away, symbolizing “Castrol EDGE, Stay Ahead.”
Additionally, the campaign launches SRK’s first-ever custom photo gallery on our website, so that the paparazzi not able to catch up with him anymore, can catch his shots there. This element leverages SRK’s playful relationship with the media, reinforcing the campaign’s light-hearted tone.
What challenges did you encounter during the creation and implementation of this ad campaign, and how did you overcome them?
Integrating a superstar like SRK with the brand seamlessly was crucial. We focused on aligning the brand’s promise of on-demand performance with relatable situations in SRK’s life, ensuring it resonated with our audience. For instance, the ad shows how Castrol EDGE helps SRK stay ahead of the paparazzi, mirroring real-life scenarios where on-demand performance is essential, such as accelerating when the signal turns green.
Timing the campaign launch was another challenge. To stand out amidst various sporting events and news, we employed creative strategies like teaser content from digital entertainment creators and unique print executions with blurred images of SRK. The main film’s launch during the India Pakistan World Cup match and visibility throughout the tournament ensured maximum visibility, aligning perfectly with the theme of on-demand performance.