Caltex Lubricants, an industry leader and pioneer in the lubrication industry, has unveiled a new campaign featuring its brand ambassador and star Indian cricketer, Ravindra Jadeja.
The campaign, ‘Caltex Yaani Commitment’, featuring the dynamic cricketer Ravindra Jadeja, was conceptualised and implemented by Madison Loop. The TVC strives to unleash the maximum potential of the Indian market by thoughtfully selecting Jadeja as the face of the company.
The TV commercial begins with a pivotal moment in a match where Jadeja needs to hit a winning shot. As the audience’s expectation grows, they are carried back in time to see Jadeja’s dedication to developing his craft. The TVC smoothly compares Jadeja’s talents to Caltex’s extensive line of high-quality lubricants, each with its own distinct qualities and performance characteristics. The transitions between Jadeja’s cricket abilities and the Caltex goods’ distinctive selling qualities are smooth, emphasising the brand’s dedication to delivering consistent and dependable performance, just like Jadeja does on the cricket pitch.
Madison Media Alpha employed a 360-degree strategy to create an engaging media plan that maximises reach.
Kosal Malladi, Vice President, Madison Loop, commented, “Creating this TVC for Caltex has been a remarkable journey for us. We worked closely with Caltex and HPCL while scripting the TVC – marrying Jadeja’s all-rounder appeal with the all-rounder nature of products in Caltex’s stable. This TVC reflects our commitment to delivering a powerful and impactful campaign that resonates with the brand’s core values and the needs of its customers.”
Siddhartha Bose, Creative Director, Madison Loop, said, “Working on this TVC has been a fantastic experience. Team Caltex worked with us every step of the way, and really enabled us to capture, and bring to life, the spirit of commitment shared by Caltex and Ravindra Jadeja.”
Marc Bouchebl, General Manager, Marketing and Sales Support, Chevron International products (IP), commented, “We are thrilled to go live with a television commercial in collaboration with Ravindra Jadeja, our Caltex brand ambassador in India. His passion, dedication to the game and success story align seamlessly with the values of the Caltex brand. With his support, we aim to reach a wider audience across India and reinforce Caltex’s position as the all-rounded lubricants provider for our customers.”