Castrol is the category leader of the engine-oil segment & as a master brand, enjoys an awareness of 100%. However, new brands have recently entered the category – and Castrol needed to re-establish its superiority.

Castrol, a market leader in the car lubricant category, holds a legacy backed by decades of credibility. Having established its product line, Castrol wanted to expand into a new growth stream.

The objective of the campaign was to create awareness and prospect new customers for Castrol Auto Services network garages

Castrol Auto Service: Empowering Garages, Unlocking Growth

THE TARGET AUDIENCE

Castrol, a market leader in the car lubricant category, holds a legacy backed by decades of credibility. Having established its product line, Castrol wanted to expand into a new growth stream.

Castrol Auto Service - a network of after-care workshops was aimed at gaining share from the highly fragmented unorganised Indian auto-care market.

The Castrol brand name was offered to the ‘Munna Garages’ of town along with expertise to mechanics, transforming their garage into a CAS.

The goal was to communicate this offering further, and direct atleast 1.5Lac car-owners to their nearest CAS, allowing Castrol to acquire from an unorganized car-servicing market that held a 20% market share.

OBJECTIVES

HIS INVOLVEMENT – Involved in his car and wants the best service experience

HIS DEMOGRAPHIC –

25-54yrs, NCCS A,

Top Metros.

HE BELIEVES – As long as the engine-oil is from any reputed brand, it will do the job.

HE IS – A premium car-owner that prioritises an elevated lifestyle and his car is a part of that reflection.

THE SITUATION ANALYSIS

This ever-increasing need for speed translates to a high demand in after-care car services. Nearly 80% of cars in pre-warranty go to authorized service centres but only 1/3rd of post-warranty cars are serviced by authorized centres. While OEMs are known for its expertise, they tend to be expensive with only a handful of each OEM spread across cities making it relatively inconvenient too.

Independent garages have 40% lower labour. Hence, buyers opt for a lower price-point of garages for post-warranty cars, located in their vicinity. This was the audience set that we wanted to tap into.

There is, however, a gap to be filled given a high variation in service quality among independent garages.

The fragmented unauthorised service market amounts to 2X that of the OEM service market.

With a program to upskill mechanics and brand their stores with the credibility of Castrol, CAS offers consumers quality and convenience.

THE TASK WAS NOW TWO-FOLD

Driving Awareness of the newly launched CAS services

Driving appointments /foot falls to the workshop

THE FULL-FUNNEL MEDIA SOLUTION

Our media strategy was built to deliver relevance, precision, and trust by combining hyperlocal targeting with a robust data-tech backbone.

We identified 27 million car owners using a mix of 1st-party CRM data and 2nd-party partner audiences. Google Search captured high-intent users actively seeking servicing options, while programmatic display, social, and Quora engaged audiences with contextual, interest-based messaging.

The real game-changer was polygon-based hyperlocal targeting, mapping 5-mile radii around CAS workshops. We ensured that every user saw their nearest Castrol Auto Service location, driving immediate relevance.

To maximize efficiency, we deployed Mfilterate to filter ad fraud and invalid traffic, ensuring every interaction was genuine.

Finally, a custom-built Lead Management System (LMS) with automated verification ensured quality bookings in real-time, mapped directly to the nearest CAS. The result was a seamlessly optimized, high-performing, location-driven funnel delivering real business outcomes.

THE WIDTH AND DEPTH OF ITS EXECUTION

Deployed an audience-first, full-funnel performance strategy to drive high-quality acquisition. By integrating Mfilterate, a dedicated ad fraud detection tool, to actively identified and eliminate fraudulent traffic, ensuring that only genuine, quality appointments reached our calling teams.

C

A

S

Car Owner Identification

Awareness of CAS workshops

Securing a Booking

THE WIDTH AND DEPTH OF ITS EXECUTION

C

Car Owner Identification

Through a multi-channel digital deployment, we identified 27Mn car-owners.

• Google Search targeted ‘intent-based’ audiences, building the category from surrogates- car servicing, car insurance renewal, engine oil, auto-maintenance issues, etc. Thus, securing those most opportune.
• Social and display networks pooled together audiences that showed ‘category interest’ basis online content consumption. Via programmatic display, we were able to map consumers to the nearest CAS station using polygon targeting that mapped out a 5mile radius to each workshop and contextually targeted them while invested in the subject.
• Quora served as a high-intent platform by tapping into ‘interest-based’ audiences actively seeking solutions, advice, and recommendations around automotive care, repairs, and service-related queries. By strategically targeting question threads and answer spaces related to car maintenance, engine health, servicing costs, and mechanic recommendations, we were able to position our messaging directly in front of users exhibiting active consideration behaviors.

THE WIDTH AND DEPTH OF ITS EXECUTION

A

Awareness of CAS workshops

An audience-first, full-funnel performance strategy was activated to drive high-quality acquisition.

• Leveraged a powerful combination of 1st-party (CRM, website visitors) and 2nd-party data (partner platforms, relevant publishers) to build high-intent prospecting cohorts.
• Fraud detection using Mfilterate ensured we filtered out invalid traffic right at the source, safeguarding the quality of every interaction.
• Hyperlocal targeting was employed to connect users with the nearest CAS workshops, creating immediate relevance.
• Personalized creative and landing page solutions further sharpened messaging, ensuring that each user saw contextually relevant offers tied to their location and needs.
• Precision media targeting + fraud filtration + personalization = more efficient spend, better engagement, and higher intent appointments.

AudiencePro

S

Securing a Booking

THE WIDTH AND DEPTH OF ITS EXECUTION

A conversion-focused, quality-first strategy ensured that verified, high-intent appointments flowed seamlessly to CAS workshops.

• The campaign drove users to a custom-built LMS, designed to handle real-time appointment capture and transfer.
• Automated verification through WhatsApp and SMS filtered out noise, ensuring that only genuine, actionable appointments reached the system.
• Dealer data mapping ensured that every verified appointment was geo-mapped to the appropriate CAS workshop, enabling mechanics to follow up quickly.
• Real-time dashboards empowered workshop teams with immediate access to incoming bookings, maximizing workshop productivity and appointment conversion.
• The entire system operated with enterprise-grade security protocols—including VAPT audits, SSL certifications, and strict compliance—guaranteeing data privacy at every stage.

By bringing together precise audience targeting, fraud mitigation, hyperlocal relevance, personalized engagement, and airtight data security, this campaign delivered measurable, scalable business impact.

Castrol aimed to improve the efficiency of its performance campaign by reducing customer acquisition costs while maintaining strong engagement across key cities:

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The goal was to communicate this offering further, and direct atleast 1.5Lac car-owners to their nearest CAS, allowing Castrol to acquire from an unorganized car-servicing market that held a 20% market share.

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Most relevant 2P segments for Castrol (Mar’25)

with AudiencePro 2P segments

56% lower CPL achieved

Objective

Solution

Campaign Outcomes

The campaign reached out to 75% of our target audience i.e. 18.9Mn.

Google search volumes for ‘Castrol Auto Service’ went up by 4.3X.