Adgully Exclusive | Betting big on Social Media: Castrol's Giriraj Bagri

Castrol has launched an exciting consumer contest on the digital platform offering 5 lucky winners the opportunity to fly with John Abraham to witness the final World Superbike championship event in Portugal this year. Built on the digital platform, the contest enables biking enthusiasts to share their bike/biking related stories with fellow bikers. Also, adding another element to the contest is to get other biker buddies on line and get them to share their stories. Sharing their biking stories on Facebook (https://www.facebook.com/CastrolBiking), the best stories will be selected through an online voting system.

In an exclusive conversation with Adgully, Giriraj Bagri, VP ' Marketing, India & South Asia, Castrol, sheds some light on the thought that went behind the campaign. With the basic motive of engaging with passionate bikers and give them a platform to connect with Castrol Power1, "the consumer campaign (contest), Castrol offers an opportunity for sharing biking stories. It is meant for the bikers who consider biking as a way of life and not just another means of transportation", he said. "The ones who get tagged the most in the Biker chain win a chance to watch the race in Portugal in October 2011 with India's renowned Biker & Castrol Power1's brand ambassador John Abraham", he added.

When asked whether the campaign apart from digital, is being pushed on the print and outdoor front as well, Bagri said, "We understand that our target audience ' passionate bikers ' are avid digital users and enjoy creating their communities online as much as offline. Hence, this campaign engages our audiences through digital platforms, Facebook & Twitter." "Also, Bikers will be sharing their stories & uploading photographs through the Biker diaries application on the Facebook page", he added.

With motor sports rising on the popularity count in India; such initiative is only to drive Indians on the global motor sports charts.