e4m IDMA 2024: Castrol India takes home gold for its ‘Gaadi Chalao, Tractor Nahi’ campaign
The brand won gold under the ‘Best Multi Mobile Channel Campaign’ sub-category
The 15th edition of the Indian Digital Marketing Awards (IDMA) on July 19 honoured the impressive work done by brands and agencies in the digital media sphere. The brand won the prestigious honour in the ‘Best Multi Mobile Channel Campaign’ sub-category. The dazzling awards night celebrated these brands and agencies for their innovation and creativity in curating insightful campaigns. At the awards night, Castrol India bagged a gold metal for its ‘Castrol Magnatec - Gaadi Chalao, Tractor Nahi’ campaign. The media campaign was executed by Mindshare India.
In this campaign, Castrol India wanted to communicate the impact on vehicle longevity. To bridge this gap, the task was to identify and reach 37 million out-of-service car owners from an ocean of 1.3 billion Indians. With the brand's impactful strategies and out-of-box innovations, it was certain that Castrol to retain its position on the leaderboard and further grow its market share despite commanding a higher price point than the competition.
On YouTube, the brand witnessed a massive reach, showing the consumer journey’s effectiveness. The brand sharply targeted car-owners on PayTM which showed benchmark results with ad recall, awareness and consideration. While the category grew at 6.5%, the brand effectiveness and recall grew at 14.2%.
The e4m IDMA 2024 jury was chaired by Suresh Narayanan- Chairman & Managing Director, Nestlé India. The Indian Digital Marketing Awards selected the winners across eight prime categories - Web, Mobile and Tablets, Social Media, Search and PPC campaigns, For Small Medium Business, For Start-Ups, Hall Of Fame Awards and Special Awards.
