Castrol India launches the all-new Castrol POWER1 ULTIMATE
Castrol, India’s leading automotive lubricants company, has announced the launch of Castrol POWER1 ULTIMATE, the newest addition to Castrol’s range of cutting-edge and full synthetic motorcycle engine oils. This all-new variant anchors on a unique 5-in-1 formula that is engineered to equip the bike for outstanding performance. Designed and formulated for motorcycle and performance enthusiasts, the Castrol POWER1 ULTIMATE offers a broader range of choices for those who are not only passionate about riding but also particular about the care of their 2-wheelers.
Endorsed by and closely developed basis feedback from professional riders, the new Castrol POWER1 ULTIMATE range embodies surprise and excitement for the riders with 5 ultimate benefits across:
- Smooth riding
- Keeping Engine cool and
- Enduring Performance
Continuing the legacy of the Castrol POWER1 range, the new Castrol POWER1 ULTIMATE has been tested under extreme conditions on different parameters.
Commenting on the launch, Sandeep Sangwan, Managing Director, Castrol India Limited, said, “Since its inception, Castrol has always come up with unique ways to anticipate and stay ahead of ever-evolving consumer preferences through advanced technologies. It is with this pioneering spirit to delight our customers that the Castrol POWER1 ULTIMATE range has been crafted. Designed specifically for bikers who enjoy the thrill of riding, the newest member of the Castrol family is committed to delivering ultimate performance, thus extending our vision to make tomorrow bigger for our consumers.”
Renowned MotoGP racer Cal Crutchlow unveiled the new livery on his bike with Castrol POWER1 ULTIMATE at the Valencia Moto GP race. Speaking about the crucial role of lubricants and oils in bikes, Cal Crutchlow said "The biking landscape is continuously evolving in India and there is a heightened enthusiasm for better performance from bikes. Lubricants play a critical role in performance delivery and long-running of the bike. Castrol has a strong heritage in motorcycle racing and has now developed Castrol POWER1 ULTIMATE to bring the best out of your bike! The cutting-edge technology developed with experience from the MotoGP racing tracks and the knowledge transfer from Castrol’s racing teams is at the core of these products. Developed at the heart of racing, Castrol POWER1 ULTIMATE is suited for the commuter, the enthusiast and the professional!"
The TVC for Castrol POWER1 ULTIMATE, conceptualized and developed by creative agency Ogilvy, India, underlines its capabilities of ‘performance that surprises'. Made of full synthetic technology with 5in-1 formula, Castrol POWER1 ULTIMATE caters specifically to users seeking performance from their bikes, turning your biking experience from good to surprisingly great.
Carrying the same thought forward, the communication has been around a young, office-goer Max who is never surprised, no matter what. Till the time he gets on his bike and experiences the performance that Castrol POWER1 ULTIMATE delivers. Smart and witty, the new communication in itself is yet another surprise from Castrol. Tickling the funny bone, it sharply focusses on the product benefits and immediately connects with today’s young generation with its humor. Landing on the message of ‘performance that surprises’, it instantly creates excitement and thrill amongst both biking enthusiasts and others.
Speaking about the new approach in communication, Sukesh Nayak, Chief Creative Officer, Ogilvy said, “For youngsters these days, a bike is not just a means of transportation. They seek enjoyment in every single ride - whether it is a weekend ride or to get to office every day. Our idea was to tell them that once they experienced the performance of Castrol POWER1 ULTIMATE, nothing else has the potential to surprise them. Every ride turns into a thrilling ride.”
Castrol POWER1 ULTIMATE is available at Castrol Bike Points, dealerships and online in different viscosities like 10W-40, 10W-50, 15W-50 and 20W-50 specially designed for bikes and sports bikes, and Castrol POWER1 ULTIMATE 5W-40 for scooters respectively. The specially engineered range boasts of a new and premium look along with attractive consumer pricing* of INR 474 for 800ml pack of Scooter oil and starting with INR 594 for 1L pack of Full Synthetic Technology 10W40 Bike engine oil
*Maximum Retail Price in INR per pack All India as on 1st October 2020