Castrol India Introduces New Castrol EDGE Lineup for Passenger Cars

On June 10, 2024, Castrol India Limited introduced a new lineup of products under the Castrol EDGE brand. These high-quality engine oils, known for their superior performance, have been enhanced with three new variants specifically designed for the passenger car market, catering to the changing requirements of automotive customers.

Backing this release, the company launched a television commercial (TVC) initiative named “Stay Ahead,” starring Bollywood icon and brand ambassador Shah Rukh Khan. Premiering on June 9, 2024, during the much-awaited India vs Pakistan T20 match, the TVC showcased Khan in a new and captivating role, emphasising the exceptional performance delivered by Castrol EDGE.

Commenting on this launch, the Vice President and Head of Marketing of Castrol India Limited, Mr Rohit Talwar, said, “We are excited to launch Castrol EDGE, our range of high-performance car lubricants, with this engaging multimedia campaign featuring Shah Rukh Khan. The campaign leverages SRK as himself, showcasing a slice of his life where the brand can truly give him an advantage. With the introduction of Castrol EDGE, our focus on innovation meets India’s growing demand for better performance from their cars.”

He further added, “The new Castrol EDGE range features products specifically engineered for a range of vehicles, from Hybrids to European Cars and SUVs, providing cutting-edge technology that exceeds the requirements of the highest industry standards. This launch reaffirms our leadership in the lubricant sector, and we are confident that Castrol EDGE will set a new benchmark in engine performance and drive business growth.”

The company stated that the newly launched Castrol EDGE offers a minimum of 30% enhanced performance compared to stringent industry standards. Engineered and tested to meet the latest OEM specifications, the entire range, featuring PowerBoost Technology™, empowers drivers to confidently demand greater power and acceleration when needed most.

The launch introduces EDGE Hybrid, specially crafted for hybrid engines, EDGE Euro Car, catering to top EURO OEMs like Audi, BMW, Mercedes, Jaguar, Land Rover, Volkswagen, Skoda, and Porsche, and EDGE SUV, designed for high-performance and premium SUVs.

In addition to the T20 World Cup, Castrol serves as an associate sponsor for Wimbledon in July 2024 on Disney Star. Released on June 9 in seven languages, the TVC aims to connect with diverse audiences as part of a comprehensive 360-degree marketing campaign across various platforms, including teaser videos, print, digital, influencer outreach, and out-of-home advertising.

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