The challenge was to weave TVCs around human situations that people could relate to. Especially since the product is a technical and functional one. It had to begin with strong insights and slice-of-life storytelling.

• Consumer insight–driven strategy – The campaign emerged from key consumer insights: lubricants are often overlooked until breakdowns occur, with most people uninterested in technical oil details, and lubricant brands considered trivial during oil change decisions.
  
• Humanizing a Technical Product – To counter the technical focus dominating the category (especially via the market leader), MAK Lubricants opted to humanize the brand by associating it with values of reliability and everyday wisdom.
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• Choice of Brand Ambassador Rahul Dravid – Widely regarded in India as a symbol of consistency, integrity, and calm under pressure, Rahul Dravid was selected to lend emotional credibility and reassure customers.
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• Situational Storytelling Across Segments
  
  • Car Owners: Showcased overblown everyday debates (e.g., school selection) where Dravid’s calm intervention underlined wise decision-making.
  • Bike/Scooter Owners: Used humour via relationship dilemmas to stress thoughtful choices—including engine oil.
  • Truck Owners: Illustrated how a breakdown could lead to closure of a dhaba, emphasizing the ripple effects of reliability.
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• Omni-Channel Media Execution – The campaign leveraged a strategic mix of ATL (e.g., Star Sports with cricket reach), digital, sponsorships, direct marketing, and influencer engagements to maximize both reach and engagement

Inclusive Production Approach – Overcame internal challenges like management resistance, undervaluation of lubricant products, and skepticism about a mature brand ambassador—through collaborative script workshops, inclusive stakeholder sessions, and a balanced narrative that didn't let Dravid overshadow the MAK brand.

• Emotional and Relatable Brand Messaging
  By integrating Dravid into everyday “slice of life” conversations, the campaign made MAK Lubricants emotionally resonant and memorable.
  
• Differentiation in a Technical Category 

The campaign stood out among technical oil ads by weaving humor, lifestyle, and reliability—creating a unique recall.

• Organic Social & Influencer Traction 

The tagline, such as "Kabhi engine oil ke baare mein itna socha hai", organically appeared in influencer content, memes, and stand-up routines, further boosting visibility.

• Media & Industry Recognition 

The campaign received acclaim in publications for creative distinction and high engagement relative to contemporaneous World Cup ads

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Authority: Bharat Petroleum Corporation Limited (BPCL) — MAK Lubricants

Location: India (National Campaign)

Project Execution Year: 2023–24 (Campaign aired October 2023)

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