Castrol unveils exciting new EDGE range with high-octane campaign with Shah Rukh Khan

Castrol India Limited is revving up the automotive scene with the launch of its latest lineup within the Castrol EDGE range. Designed for those who demand the best, this cutting-edge engine oil including three new variants is tailored for SUVs, Hybrids, and European vehicles, catering to the dynamic needs of today’s drivers.

Supporting this launch is an adrenaline-pumping television commercial (TVC) campaign titled Stay Ahead, starring none other than Bollywood superstar Shah Rukh Khan. The TVC concluded its grand premiere on 9 June 2024 amidst the highly anticipated India vs Pakistan T20 match, showcasing Khan in a never-before-seen avatar as he zooms through the streets, highlighting the unbeatable performance of Castrol EDGE.

The commercial cleverly plays on today’s paparazzi culture, depicting celebrities finding innovative ways to ‘Stay Ahead’ of the shutterbugs. The core message highlighted in the TVC is Castrol EDGE’s ability to significantly boost engine performance on demand, ensuring drivers can count on exceptional performance in any situation and on any terrain.

“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,” said Mr. Rohit Talwar, Vice President and Head of Marketing, Castrol India Limited. “With the introduction of Castrol EDGE, our focus on innovation meets India’s growing demand for better performance from their cars. 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.”

Discussing the campaign, Mr. Amin Lakhani, Chief Executive Officer, Mindshare South Asia said, “Castrol and SRK marks the coming together of two iconic brands that continue to have great appeal while cutting across audience segments and demographics. We are proud to have contributed to this blockbuster campaign.”

The campaign also closes the loop, offering paparazzi SRK’s first-ever custom photo gallery. As SRK stays ahead of paparazzi With Castrol EDGE in his car, paparazzi can now access and use these pictures for free.

The all-new Castrol EDGE is formulated to deliver at least 30%1 improved performance versus tough industry limits. Designed and tested to meet latest OEM specifications, the entire range with PowerBoost TechnologyTM gives drivers the confidence to demand more power and acceleration2, when they need it the most.

The launch includes EDGE Hybrid specially formulated for Hybrid engine, EDGE Euro Car targeting leading EURO OEMS like Audi, BMW, Mercedes, Jaguar, Land Rover, Volkswagen, Skoda, and Porsche, and EDGE SUV for high performance and premium SUVs.

In Addition to the T20 World Cup, Castrol is also an associate sponsor on Disney Star for Wimbledon in July 2024. The TVC is released on 9 June in seven languages to resonate with diverse audiences as part of a complete 360-degree marketing campaign spread across multiple platforms including a teaser video, print, digital, influencer amplification and OOH.