Castrol launches new EDGE range with Shah Rukh Khan campaign
Castrol India Limited has launched a new range of products within its premium Castrol EDGE line, tailored for the passenger car segment. This launch introduces three new variants: EDGE Hybrid for hybrid engines, EDGE Euro Car for leading European OEMs like Audi, BMW, and Mercedes, and EDGE SUV for high-performance and premium SUVs.
The new range was unveiled alongside a high-energy television commercial (TVC) campaign titled “Stay Ahead,” featuring Bollywood superstar and brand ambassador Shah Rukh Khan. The campaign premiered on June 9, 2024, during the India vs. Pakistan T20 match, showcasing Khan’s efforts to stay ahead of paparazzi, mirroring the performance edge provided by Castrol EDGE.
“We are excited to launch Castrol EDGE, our range of high-performance car lubricants, with this engaging multimedia campaign featuring Shah Rukh Khan. The campaign leverages SRK as himself, showcasing a slice of his life, where the brand can truly give him an advantage,” said Rohit Talwar, vice president and head of Marketing, Castrol India Limited. “With the introduction of Castrol EDGE, our focus on innovation meets India’s growing demand for better performance from their cars. The new Castrol EDGE range features products specifically engineered for a range of vehicles, from hybrids to European cars and SUV’s providing cutting-edge technology that exceeds the requirements of the highest industry standards. This launch reaffirms our leadership in the lubricant sector, and we are confident that Castrol EDGE will set a new benchmark in engine performance and drive business growth.”
Castrol EDGE is designed to deliver at least 30% improved performance versus industry standards, the company said. Its PowerBoost Technology™ ensures enhanced engine protection, power, and acceleration, catering to the growing demands of modern vehicles, the company added.
About Castrol India Limited
Castrol India is a leading lubricant company with a wide range of products for automotive and industrial applications. With three blending plants and an extensive distribution network, Castrol reaches consumers through more than 100,000 retail outlets across India.
