Total reinforces the ‘Quartz’ promise to keep motor engines young

Global oil & gas major Total which has a strong presence in the Indian market has launched an integrated campaign to reinforce the brand presence of its “Quartz” car engine oil. The brand opted for OOH advertising in a big way as part of the integrated campaign. The ‘Quartz’ campaign is writ large on a variety of OOH formats that include billboards, BQS, unipoles, pole kiosks, pillars, gantries, and mall facades. Metro wrap has also been done to connect with the mass audiences.

The campaign is prominently visible on arterial routes, in market areas, corporate zones and near motor garages. Additionally, Total is planning to create a unique activation in the form of a fitness shelter at bus stands where people can exercise as they wait for the bus; thus reiterating their brand promise - “Keep your Engine younger for Longer.”

The OOH campaign has been rolled out in 15 cities, across 550 vantage points and 23 malls. Total aims to connect with 50+ million people.

Speaking about the integrated campaign, Gayatri Ojha – VP (Marketing & Corporate Communications, CSR), Total Oil India, said, “Total’s integrated campaign for “Quartz” car engine oil aims to give an impact driven approach to the brand’s marketing strategy, which will help reinforce our market positioning and boost the customer acquisition process. We are positive that this marketing initiative will give us the desired impact with a reach of 50 million and more. This campaign will see an interesting mix of Digital, Radio and offline communication and their cross amplification. We want to communicate that if you love your car, do take good care of the engine. We at Total understand the needs and wants of a car owner very well and through this campaign this is what we actually want to address. The campaign seamlessly establishes our product brand promise “Keep your Engine younger for Longer”."

In addition to the marketing campaign, Total will also felicitate 1,500 mechanics from Delhi car garages in a way to appreciate their work and efforts and thus address them as ”Engine ke superstars.” Total will celebrate the ‘Mechanics Appreciation Day’ on November 22 this year. This will help the brand to reach out to its major influencers – mechanics!

“Through the “Engine ke superstar” initiative, we want to appreciate the special care a mechanic gives every car as well as highlight the important role they play in every car owner’s lives. It’s a token of appreciation for them from the Total family,” Gayatri said.

Karoly Repas, Senior Vice President – Sales, Marketing and Technical of Total Oil India Pvt Ltd lubricants division, said: “The Indian market has been one of the global lubricants industry’s growth engines. In 2016 India accounted for about 6% of global lubricants demand. Consumption of synthetic PCMO (passenger car motor oil) is estimated to be 25% despite the price-sensitive nature of consumers. Also, the large vehicle population and growing sales of new automobiles year after year has helped increase the demand for lubricants. With our Total Quartz range our aim is to target an Indian car owner who has an emotional connect with his car and hence does not compromise on the overall engine maintenance and wear and tear. We at Total are extremely focused on creating value for our customers through increased productivity, innovation, high quality and improved reliability of our overall services.”