Total Oil India Private Limited (TOIPL), an integrated energy producer and provider and a leading oil and gas company in India, has launched Total Hi—Perf an integrated 360 marketing campaign for its new range of high performing motorcycle engine oils for two-wheeler engines. The aim of the campaign is to create awareness and conversations around the newly launched product range, Total Hi-Perf thereby driving engagement within their target group – mechanics, retailers and two-wheeler owners.
From L to R: Mr. Prakash Jonnalagadda - Executive Director & CEO of Total Oil India Pvt Ltd’s Lubricant Division, Mr. Karoly Repas- Senior Vice President – Sales, Marketing and Technical of Total Oil India Pvt Ltd’s Lubricant Division and Ms. Gayatri Ojha – VP (Marketing & Corporate Communications, CSR) Total Oil India at the launch of the Total ‘Hi-Perf’ range of lubricants for the Motor Cycle Oil segment
The Total Hi-Perf campaign has been crafted for widespread outreach acrossTV, radio and digital platforms with a range of BTL activations planned over a period of 3-4 months, starting September 2017.
Speaking about the campaign, Gayatri Ojha – VP (Marketing & Corporate Communications, CSR) Total Oil India said, “The objective of this campaign is to bring to life how the product not only provides protection and optimum performance to the bike’s engine but also ensures a thrill of riding for the biker. Our aim is to also optimize and expand our reach for this campaign through an ideal integration of digital and offline.”
The TVC, which goes Live on December 15, 2017,reaffirms the brand’s dual promise of protection and high performance with a strong focus on the concept ‘Lets Ride’. The TV campaign has been conceptualized with an objective to highlight the grievances of an everyday biker and how Total Hi-Perf range of engine oils addresses his problems, delivers optimum performance and provides ease and comfort to enhance his ride experience. Gamification techniques like speedometer, different rider POVs, rideCOINShave been used extensively to highlight the everyday situation and bringing them to life for consumers.
While the TV campaign focuses on everyday bikers, the Digital form will target another cross-section of the target group-biking enthusiasts and the various biking communities in the country. The digital campaign will kick start with a video series – ‘Hi-Perf Ride for Legends’ which will see popular moto-vloggers touring India on their bikesin a quest to discover unsung heroes and celebrate their achievements. This campaign aims to serve the dual purpose of encouraging the biking community to explore our country and discovering these unrecognized gems. The ‘Hi-Perf Ride for Legends’ campaign will be amplified through popular digital video platform, ‘Voot’ in collaboration with PowerDrift, a popular automobile content channel.
Ms. Ojha further added,“To enhance our presence and engagement through the digital medium, our initiative ‘Hi-Perf Ride for Legends’ is an interactive composition of branded content which will target the digital universe. The TV campaign reaffirms the brand’s dual promise of protection and high performance with a strong focus on the concept of ‘Let’s Ride’ in the minds of the target group in a unique way using gamification.”
As part of the brand launchstrategy,Total also reached out to their primary influencers - mechanics and retailers and engaged on a one-on-one basis to create awareness and excitement around the brand and the product with the help of New-Age technologies. Mechanics and retailers were introduced to the product and brand legacy through the aid of VR Technology (Google VR kit & the demo units).
About Total Oil India Pvt. Ltd.
Total Oil India Private Limited (TOIPL) is a part of TOTAL S.A. – started its operations in India from 1993. In India, the company has growing presence in businesses namely lubricants for automotive and industrial applications, LPG for domestic and commercial applications, modified bitumen products and special fluids managed through a team of over 600 employees. Total is committed to better energy that is safer, cleaner, more efficient, more innovative and accessible to as many people as possible.
About Total Lubrifiants
Total Lubrifiants is a leading global manufacturer and marketer of engine oils and lubricants. It has 41 production plants worldwide and more than 5,800 employees in 150 countries. Total Lubrifiants offers innovative, efficient and environmentally responsible products and services developed by more than 130 researchers at its R&D center. Total Lubrifiants is a partner of choice for the automotive, industrial and marine markets.
About the Marketing & Services division of Total
Total Marketing Services develops and markets products primarily derived from crude oil, along with all of the associated services. Its 31,000 employees are present in 110 countries and its products and services offers are sold in 150 countries. Every day, Total Marketing Services serves more than 8 million customers in its network of over 16,000 service stations in 65 countries. As the world’s fourth largest distributor of lubricants and the leading distributor of petroleum products in Africa, Total Marketing Services operates 50 production sites worldwide where it manufactures the lubricants, bitumen, additives, special fuels and fluids that sustain its growth.
About Total
Total is a global integrated energy producer and provider, a leading international oil and gas company, and a major player in solar energy with SunPower and Total Solar. Our 98,000 employees are committed to better energy that is safer, cleaner, more efficient, more innovative and accessible to as many people as possible. As a responsible corporate citizen, we focus on ensuring that our operations in more than 130 countries worldwide consistently deliver economic, social and environmental benefits.
