Castrol takes the road to promote its products, train mechanics

Castrol, an engine oil brand, has reached out to automobile mechanics through a unique outdoor initiative. Since it was challenging to get mechanics to attend any training programme, the brand came up with an idea of a Castrol Magnatec Mobile Van that can be used to deliver training to the mechanics' doorstep, resulting in minimum time away from their business.

The Castrol Magnatec Mobile Van was taken to mechanics at their garages - and the trainers introduced the TG to Castrol brands whilst catering to their general training needs. The activity, organised by Jagran - Below The Line (BTL) team, was initiated in five cities: Delhi, Mumbai, Kolkata, Bengaluru and Chennai.

Interestingly the objective behind using the outdoor medium for the brand was unique; they utilised this channel to provide training to mechanics while at the same time communicating the brand proposition and benefits. Hence the locations were selected based on the location of the mechanics.

"The activity was organised to communicate the rationale as to why they should consider Castrol as the best engine oil for the vehicle. The secondary objective was to provide training to mechanics on new engine and lubricant technology to keep them updated and help them to be in a position as trusted advisors to their customers,” explained, Soma Ghosh, Vice President (Marketing) India & South Asia, Castrol.

For the activity, a custom-made modified vehicle was designed fitted with multi-media audio visual equipment, manned by trained professionals and equipped with safety devices - that visited the mechanics.

There were several technical and operational challenges faced by the agency and the brand in executing this programme. First, it was essential to get the right vehicle with the right audio-visual equipment, electrical equipment, etc., without comprising on the safety factors. Next, they had to organise the trainers with the right technical knowledge as well as selling skills. The Van drivers too had to be trained on defensive driving skills to ensure maximum safety for the field team.

"The overall challenge was to ensure that the right people attended the programme and that the programme was delivered in a manner where the mechanic could understand the key messages,” added Ghosh. The agency notes that the response from the mechanics to the programme was overwhelming