MAM
Total Quartz Engine Oil does ‘charcha’ with the first time car owners
MUMBAI: Oil and Gas Company Total has recently launched an integrated campaign for its product Quartz, a car engine oil. Total will roll out this integrated campaign through various initiatives on digital, radio and OOH in phases.
The OOH campaign has started and it will continue until November in 15 cities, across 550 vantage points and 23 malls. The digital campaign will go live in association with TVF (The Viral Fever). The show, Bonnet Pe Charcha, a digital branded content model, will begin from November and will be simultaneously cross amplified on FM Radio through Big FM and Radio City stations. With this marketing mix, Total is aiming for a targeted reach of more than 50 million.
Total’s association with TVF is part of the brand’s content marketing strategy, aimed at young first time car owners to create conversations around a product, belonging to a low-involvement category. The digital branded content –Bonnet Pe Charcha curated by TVF, is an eclectic mix of three webisodes to engage the viewers and to provide them the brand insights subtly, while addressing contemporary issues. The aim is to create a top of the mind recall amongst car users about the brand Total Quartz Engine Oil & its core promise – ‘Keep your Engine Younger for Longer’. Webisodes will also be promoted on radio in the form of “Radiosodes”. The content on radio will focus on topics that often remain undiscussed but are deeply penetrated in our society. Each radiosode will have a smartly integrated brand communication strategy behind it.
The OOH campaign encompasses large format billboards, bus shelters, unipoles, pole kiosks, pillars, gantry, metro wrap, and mall facades. These sites are taken on arterial routes, market areas, corporate areas and motor garages. Additionally, Total will also create unique activation in the form of a fitness shelter at bus stands, where people can exercise as they wait for the bus; thus reiterating their brand promise – Keep your Engine Younger for Longer.
In addition to the marketing campaign, Total will also felicitate 1500 mechanics from Delhi car garages as a way to appreciate their work and efforts and thus address them as, ‘Engine ke superstars’. Total will celebrate this day as ‘Mechanics Appreciation Day’ on 22 November 2017 this year. This will help the brand to reach out to its major influencers – mechanics!
Total Oil India senior vice president of sales, marketing and technical Karoly Repas says, “The Indian market has been one of the global lubricants industry’s growth engines. In 2016 India accounted for about 6 per cent of global lubricants demand. Consumption of synthetic PCMO (passenger car motor oil) is estimated to be 25 per cent despite the price-sensitive nature of consumers. Also, the large vehicle population and growing sales of new automobiles year after year has helped increase the demand for lubricants. With our Total Quartz range our aim is to target an Indian car owner who has an emotional connect with his car and hence does not compromise on the overall engine maintenance and wear and tear.”
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
