Ad Campaigns
Castrol reveals new campaign #BadhteRahoAage-fueling truckers’ journey to progress
Mumbai: Castrol, India’s leading lubricant player, has unveiled a new marketing campaign, #BadhteRahoAage, focusing on the opportunity of remarkable progress and success of truckers who prefer Castrol CRB TURBOMAX. The campaign, developed in collaboration with Ogilvy marks a significant milestone for Castrol in reinforcing its commitment to the progress and success of truckers.
Commercial vehicles and truck drivers serve as the backbone of the Indian transportation and logistics industry. Truck drivers tirelessly navigate highways, delivering essential products that power various sectors, thereby connecting businesses, industries, and communities. Castrol’s #BadhteRahoAage campaign recognises the importance of truckers and aims to empower them with superior engine protection, enabling them to progress and drive the economy forward.
Speaking about the campaign, Castrol India Ltd. vice president – marketing Jaya Jamrani said, “Our new campaign #BadhteRahoAage is a special ode to the unwavering support of truckers in helping move commerce. This is one of the many ways in which Castrol’s reignited vision of accelerating progress comes to life. Our aim is to fortify our bond with this extraordinary community, reaffirming our unwavering commitment as their trusted allies in the pursuit of progress.”
The first leg of the campaign includes an engaging TVC featuring two contrasting characters: Sukhi, a young and progressive trucker who consistently chooses Castrol CRB TURBOMAX, and Dukhi, who regularly experiences engine failures and repairs due to inappropriate engine oil choices. Through this quirky narrative, the TVC demonstrates vividly how CRB TURBOMAX engine oil empowers truckers to forge ahead in their businesses while emphasising the critical importance of selecting the right engine oil.
Ogilvy Mumbai senior VP Dushyant Kumar said, “#BadhteRahoAage campaign weaves a compelling narrative of the role of engine oil in driving truckers’ progress. It’s simplicity and relatable storytelling will deeply resonate with truckers, complemented by a memorable jingle that amplifies its impact. The campaign aims to inspire truckers to keep moving forward.”
In addition to the TVC, the campaign will feature an extensive on-ground activation component specifically tailored to support truckers in their pursuit of progress. Castrol also plans to establish strategic collaborations with entities that will provide essential resources to further enhance the growth and success of truckers and drive the importance of business, finance, health, and the role of technology for the trucker community. This nationwide campaign will target truck owners and truck drivers across India and will be amplified through television, digital platforms, on-ground activations, and impactful out-of-home advertising.
Castrol CRB TURBOMAX features advanced DuraShield Technology, which is meticulously crafted to provide 3X Protection to the engine by addressing the primary factors of Heat, Deposits and Wear which contribute to engine damage. This exceptional formulation not only safeguards against the accumulation of harmful soot particles but also shields critical surfaces from wear and tear. By forming a durable protective layer on moving metal surfaces, the Castrol CRB TURBOMAX engine oil resolutely withstands challenging conditions, ensuring long-lasting performance and reliability.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
