MAM
Castrol renews sponsorship for ESS’ football show
MUMBAI: ESPN Star Sports (ESS) has announced that Castrol will continue its association with the show Football Crazy as title sponsor for the 2010/2011 football season.
The programme airs across Asia every Thursday at 8 pm on ESPN.
Hosted by two new Malaysian presenters, the radio disc jockeys Jason Desmond ‘JD‘ Chin Yoon Onn, and Adam C, the locally produced Castrol Football Crazy will continue to combine football, humour and entertainment into a fun mix. This season, the show will take to the streets to bolster the theme of engaging fans and football enthusiasts looking for entertainment on the lighter side of sports.
ESS senior VP, advertising and digital media sales Charles Less said, “Castrol recognizes the importance of being associated with one of the region‘s most popular football entertainment programmes and the opportunities it offers to further establish their association with football in the market. The partnership aims to continue building a strong connection with football fans across the region, enabling Castrol to reach out to viewers across multiple platforms.”
Castrol regional marketing director for Asia and Pacific Lubricants AS Ramchander said, “We are delighted to be the title sponsor for Castrol Football Crazy. As the official Fifa World Cup Sponsor till 2014 in Brazil, we are also gearing up for our next sponsorship of Uefa Euro 2012T by building our association with the Beautiful Game. We are confident that Castrol Football Crazy is the ideal broadcast platform to communication to football fans and to strengthen our brand‘s association with football.”
Castrol Football Crazy‘s light-hearted format takes an approach different from existing “serious” football shows, and allows football fans the opportunity to have fun and express their point of view.
In addition to commercials and on-air billboard branding, Castrol will get very specific customised content on the programme, including a weekly ‘Hot Topic‘ segment as well as analysis of Castrol‘s proprietary ‘Player Rankings‘ system.
Castrol Football Crazy is accompanied with multi-platform engagement. Followed by fans who want more than just live football matches, the broadcaster says that the show drew a viewership of 1.8 million in Malaysia last season, primarily cable male audiences 25-34 years old and 25-49 PMEB and other white collar segments. In India, Castrol Football Crazy attracted 2.6 million viewers, predominantly younger male viewers 15-24 and those with digital cable connections.
In addition to Castrol Football Crazy, ESS also produces close to 1,500 hours of original football programming a year, including programmes like Monday Night Verdict, Goals, Chang World of Football, Scorecast, BPL Express, Maxis Football Extra, catering to a range of audiences from the serious football fan to the armchair spectator.
MAM
Kelvinator launches ‘Summer Paused’ AC activation in Mumbai
Three day Carter Road stunt targets Gen Z with interactive cooling experience
MUMBAI: Mumbai’s heatwave met its match and briefly, even time seemed to freeze. Kelvinator has rolled out an on-ground activation titled ‘Summer Paused’ at Carter Road Promenade, turning a busy seaside stretch into a surreal, snow-dusted spectacle to spotlight its heavy-duty air conditioners. At the heart of the installation is a live performer suspended mid-motion, staged as a “frozen” figure amid artificial snow and icy backdrops. The visual contrast chilled theatrics against Mumbai’s peak summer does the heavy lifting, translating a product promise into something passers-by can literally see and feel.
The objective is clear: cut through seasonal advertising clutter and make cooling tangible. Rather than leaning on traditional messaging, the brand is betting on experiential storytelling to drive recall and social media traction.
The three-day activation is designed to be more than a static display. Interactive formats such as ‘Break the Freeze’, ‘Brain Freeze’, and ‘The Staredown’ invite visitors to engage directly, nudging them from spectators to participants. An Instagram-led mechanic further amplifies the effort, encouraging user-generated content and extending the campaign’s reach beyond its physical footprint.
The choice of location and format signals a sharp focus on younger, digital-first audiences Gen Z and millennials who frequent high-footfall urban hotspots and are more likely to share immersive experiences online.
Behind the theatrics sits a broader product push. Kelvinator’s latest AC range is positioned around smart technology, energy efficiency, and durability, tailored to increasingly unpredictable and intense Indian summers. But instead of listing features, the campaign opts to dramatise the outcome: cooling so effective, it can “pause” summer itself.
In a category where every brand promises relief, Kelvinator is trying to make that promise visible, one frozen moment at a time.
