Castrol Activ 'Cling on to Football’ campaign
Castrol India has announced the launch of a pioneering digital and social media campaign to coincide with the on going 2014 FIFA World Cup.
Leveraging Castrol’s global sponsorship of the 2014 FIFA World Cup, Castrol has launched the Castrol Activ Cling on to Football campaign in an attempt to enhance the football fan’s experience of the on going tournament. In collaboration with digital marketing agency FoxyMoron, the campaign kicked off with the largest football Google Hangout in India.
Football fans joined the hangout and had the opportunity to express their views and participate in discussions with a panel including Abhishek Bachchan, Bhaichung Bhutia, Paul Masefield and Gaurav Kapoor.
Commenting on the Castrol Activ Cling on to Football campaign, Soma Ghosh, Vice President Marketing, Castrol India Limited, said: “Football is fast gaining ground as one of the most popular sports amongst Indian urban youth and the 2014 FIFA World Cup™ is a great opportunity for us to leverage our position as one of its official sponsors. Whilst most advertisers and marketers are vying for attention of the television viewing audience, Castrol is focusing its activation around the ‘second screen.’ Castrol Activ with Actibond™ technology is one of our pioneering brands and will be at the center of the action in our digital and social media campaigns.”
Another exciting initiative which Castrol brings to this tournament is ‘Castrol Activ Cling on to Kick Off’ – an interactive voice response (IVR) based activity – which will ensure fans don’t miss any of the games by sending reminder SMS messages and giving ‘wake up’ calls.
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