IPOL is a new entrant in the lubricant market that lacked brand differentiation. It held a miniscule market share and its communication was not resonating. The activation aimed to emotionally connect with truckers by recognizing their unnoticed contributions through storytelling and relaxation activities. Truckers shared experiences that were broadcasted, giving them recognition. Local dance and mobile spa relaxation drew parallels to IPOL keeping engines young. Research showed the activation improved brand awareness, trial, and repeat purchases for IPOL compared to a test market without activation.

1. The Business challenge:
IPOL is the latest entrant in the already cluttered lubricant category. It lacked any „WOW factor‟,
product differentiation & any kind of connect with the TG which the brands like Castrol have built up
over a period of time. IPOL desperately needed to increase the awareness scores, and do an
activation which could bring a emotional connect to the TG thus improving the awareness to
conversion and repeat equations. Low relevance for the brand communication – Humse Chale Aap
aur Aapse India („we drive you, you drive the nation‟) as a claim from the brand which is fairly new in
the category & hold‟s a very miniscule market share was not expected to cut much ice. Also the brand
had undergone an identity change and the campaign needed to deliver on registering the new identity
in people‟s mind
The Consumer challenge:
The TG is bombarded with heavy communication by various brands in the category- most messaging
putting the TG in defensive talking to them about savings, safety etc. So over the period of time the
communication receptiveness has gone down, which needed IPOL to be really innovative with its
communication to create an impact that would be memorable.
Consumer Insight:
The trucking community lives a very hard life, travelling long distances, and are forced to have
improper food & sleeping habits, with great level of work related stress. Deep inside they have a
feeling that all the good work they do for the society goes unnoticed.
Strategy:
Taking the cue from the consumer insight we created an engagement that got the emotional connect
with the truckers and the communication line said, “IPOL understands the stresses of life as truckers
& it salutes them for their selfless contribution made to the society”.
Activation:
Salute to the truckers spirit‟ a platform was provided to the truckers to share any chivalrous or
interesting experience they have had in their professional life, Thus giving them a chance to get
recognition. Also brand got to play the role of a enabler in getting that recognition which was well
appreciated by the TG. The experience that were shared by the truckers were broadcasted on the
mass media giving them the well deserved recognition, which also helped in generating lot of respect
for the overall transport community.
A folk dance activity which had a stories of the local heroes woven in it was performed at the
activity venue. Thus by adding the local flavor brand succeeded in not only engaging the TG but also
evoking a favorable emotional connect with the brand. AC mobile spa was created whose functionality
drew parallel with the IPOL engine oil. The masseurs invited the truckers to have the feel of AC spa
and they were treated with massages & various relaxing therapies. Masseurs passed the message
that just like the Spa which relaxes you after hard works day and keeps them afresh; Similarly IPOL
engine oil keeps engine young and increases its life. There were other tools and engagement which
insured that brand name is repeated multiple times by the TG to improve the awareness score and
also an entertainment that is locally relevant to draw the footfalls to the event.
Captivation:
Shah Petroleum conducted a research by a independent research firm in 2 markets i.e. Punjab which
received the activation input and Uttar Pradesh where no activation input was given. The campaign
delivered disproportionate brand awareness to IPOL compared to the test market and also improved
the score on awareness to trial and repeat purchases significantly, which is now almost at par with the
market leader. The campaign also delivered in terms of 100% of the responding recognizing the new
logo.
Submitting Agency: Starcom Worldwide – India - Xpanse Asia
Client/Brand: Sah Petroleums/ IPOL Lubricants
Campaign Title: Truckers Fun Fair
Client Description: MNC Marketers of Lubricant oil
Date Beginning - Date End: 20
th
March till 10
th
May
Contact Vehicles: Direct Marketing
Agency Credit (name, phone, email)
1. Sandip Bansal
2. Amitav Ash
E mail : sandip.bansal@xpanseasia.com
Tel : +91 9820100447