Indian Oil brings in Babaji to solve truckers’ problems in ingenious ways

Indian Oil Corporation has rolled out its latest campaign for Servo Pride XL Plus advanced diesel engine oil. The campaign conceptualised by Grey Group India captures the frustration of fleet owners and truck drivers by giving them the perfect solution.

Diesel engine oils constitute an important segment of Indian Oil’s lubricant portfolio. Servo Pride XL Plus, the advanced diesel engine oil caters to various segments in this category – such as light commercial vehicles and heavy commercial vehicles.

Vehicles these days are designed to be more powerful, which naturally puts a lot of load on the engine oils being used. Drivers and owners would prefer oils that give enhanced fuel economy and longer drain intervals to bring down their operating costs. They would also prefer oils that prevent soot build-up and reduce wear & tear, bringing down the maintenance costs, so as to keep the engines as healthy as possible.

The campaign primarily caters to fleet/truck owners. A smooth-running fleet means their customers are assured of timely delivery of goods which attracts more business. The need was to position Servo Pride XL Plus as a reliable ally that ensures their trucks and operations run uninterrupted, every day.

The main protagonist in the campaign is Babaji, a wise man who understands the problems faced by fleet/truck owners and their families. Maintenance of these trucks comes at a cost, which is eventually borne by the family. That’s because maintaining these trucks takes up a lot of time and attention, leaving truck/fleet owners little time to deal with their personal issues.

In the TVC, Babaji recommends Servo Pride XL Plus as a solution to all their problems.

Servo Pride XL Plus - Ganit:

Servo Pride XL Plus - Kanjoos:

Indrajit Bose, Executive Director I/C (Corporate Communications & Branding), Indian Oil Corporation, explained, “We wanted to position Servo Pride XL Plus as a reliable partner that ensures fleet operations run smooth. Communicating this broad yet unique thought was a little challenge as it had never been done in this category. However, the scripts presented to us by Grey made us chuckle and instantly helped us gain confidence in this thought. Furthermore, the TVC artistically directed by Nirvana Films took the films to a different level and will enable us to effectively connect with our diversified consumers across the country.”

Vineet Singh, Senior Vice President and Office Head, Grey Group India (Mumbai), added here, “Fleet/truck owners are always under stress when their trucks are on the move, and this stress is invariably passed on to their families in one way or the other. The communications attempts to address the root cause of all these problems in a light-hearted manner.”

Campaign credits:
Client: Indian Oil Corporation
Brand: Servo Pride XL Plus
Creative agency: Grey Group India
Creative Team: Sandipan Bhattacharyya, Juneston Mathana, Adarsha Deshbhratar
Client Servicing: Vineet Singh, Priyanka Jaiswal, Hetal Bhanushali, Shormistha Chakraborty
Planning: Sonya Misquitta
Films: Sharad Shinde, Samir Chadha
Production House: Nirvana Films
Director: Kishore Iyyar
Producer: Manjeet Bawa


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