HP Lubricants has rolled out a tongue-in-cheek and vibrant integrated campaign for its motorcycle engine oil HP Racer.
The campaign, featuring popular Bollywood actor Ranveer Singh, emphasizes the importance of using the right engine oil for bikes to both, bike owners and mechanics.
The new campaign is conceptualized and executed by Leo Burnett India.
HP Lubricants has roped in Ranveer Singh as the face of its range of engine oils, to further strengthen the brand’s positioning in the highly competitive engine oil category.
Speaking about the association with Ranveer Singh and the new campaign, Rajnish Mehta, executive director – direct sales, HPCL, said, “HP Lubricants is the largest lube marketer in India for four consecutive years. In a strategic move to improve visibility and brand recall of our ‘Power Brands’, we believe that Ranveer Singh, as the face of the brand, will help strengthen our association further with biking enthusiasts and mechanics.”
“Engine oil is a low-involvement category, and we are confident that this campaign will see consumers voluntarily opting for the technologically superior HP Racer. Add Ranveer’s power-packed and genuine persona to the mix and we have the ideal choice to help take HP Racer to our customers,” he added.
The TVC opens with a young biker riding into a garage and asking the mechanic to refill the engine oil on his bike. To this, the mechanic asks if he wants regular engine oil or HP Racer.
The customer reacts indifferently saying he really doesn’t care. In to come, Ranveer Singh along with other mechanics, rapping the superior benefits of HP Racer.
This report published first in Brand Equity