Bureau, New Delhi
Total, the Mumbai based Oil and Gas giant has recently rolled out an integrated campaign for 'Quartz', their recently launched car engine oil. The campaign will be launched in phases via various initiatives on OOH, digital and radio.
The campaign, which is ongoing, will be live throughout the stretch of November in 15 cities, bedecking 550 vantage points and 23 shopping malls. The Digital phase of the campaign will go live in association with the renowned online digital entertainment channel, TVF (The Viral Fever). The show, 'Bonnet Pe Charcha', which is a digital branded content model starting in November, shall be simultaneously cross amplified on FM Radio through Big FM and Radio City stations. With this ingenious and lucrative marketing mix, Total is aiming for a targeted reach of more than 50 million.
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 brands' 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'."
Total's association with TVF is a rudimentary component of the brand's content marketing strategy which is targeting young first time car owners as an initiative to create conversations around a product belonging to a low-involvement category.
The OOH campaign's colossal spread encompasses large format billboards, metro wraps, bus shelters, pole kiosks, pillars, unipoles, mall facades and gantry. The sites that these creatives shall embellish will be arterial routes, corporate areas, market areas and motor garages. Additionally, Total will also be creating a unique activation in the form of a fitness shelter at bus stands, where commuters can exercise as per their convenience; a highly creative initiative that indubitably reiterates Total's brand promise - 'Keep your Engine younger for Longer."
In addition to the marketing campaign, Total will also felicitate 1500 mechanics from Delhi car garages in a way to appreciate their work and efforts and thus address them as, 'Engine ke superstars'. The Oil and Gas giant will celebrate 22 November as 'Mechanics Appreciation Day'- a brilliant yet thoughtful initiative that will help the brand reach out to its major influencers - mechanics.
Karoly Repas, Senior Vice President Sales, Marketing and Technical of Total Oil India Pvt Ltd lubricants division, shares, "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."