Castrol Launches New EDGE Range of High-Performance Lubricants

Castrol India Limited has unveiled its latest range of Castrol EDGE engine oils, designed to meet the high-performance demands of SUVs, hybrid vehicles, and European cars. This new product line aims to address the evolving needs of car owners by providing superior engine protection and enhanced performance.

Tailored for Modern Vehicles

The new Castrol EDGE range includes three specialized variants:

• EDGE Hybrid: Formulated specifically for hybrid engines.
• EDGE Euro Car: Targeting leading European manufacturers such as Audi, BMW, Mercedes, Jaguar, Land Rover, Volkswagen, Skoda, and Porsche.
• EDGE SUV: Engineered for high-performance and premium SUVs.

Each variant in the EDGE range is crafted to exceed the highest industry standards, offering at least 30% improved performance over stringent industry benchmarks. With Castrol’s PowerBoost Technology, these lubricants ensure drivers can experience greater power and acceleration on demand.

Engaging Launch Campaign

To support the launch, Castrol has rolled out a dynamic multimedia campaign titled “Stay Ahead,” featuring Bollywood superstar Shah Rukh Khan. The campaign kicked off with a television commercial (TVC) that premiered during the India vs Pakistan T20 match on 9 June 2024. The TVC portrays Shah Rukh Khan outsmarting paparazzi with the help of Castrol EDGE, highlighting the oil’s superior performance.

Campaign Insights

Rohit Talwar, Vice President and Head of Marketing at Castrol India, expressed excitement about the campaign. “With the introduction of Castrol EDGE, we are addressing India’s growing demand for better car performance. This range features products specifically designed for a variety of vehicles, providing cutting-edge technology that sets a new benchmark in engine performance.”

Sukesh Nayak, Chief Creative Officer at Ogilvy India, discussed the creative approach behind the TVC. “With SRK on board, we aimed to maximize his appeal by creating a fun and engaging narrative. ‘Stay Ahead’ isn’t just a TVC; it’s a comprehensive campaign with teasers, a custom SRK photo gallery, and exciting chase scenes that will captivate consumers.”

Availability

The new Castrol EDGE range will be available at Castrol workshops, as well as online and offline retail outlets across India.