Castrol Indonesia
(PCO & MCO)
A global leader in engine oils, Castrol faced low brand relevance and visibility in Indonesia despite its strong global presence. To address this, we began by truly understanding the brand’s local essence — #JagainTanpaHenti, a commitment to nonstop protection, performance, and reliability. It’s about being there, constantly — like a protector. Which is why we strategically chose Iko Uwais as brand ambassador. Not just a national action star, Iko is known as a family man and a fighter — someone who literally and emotionally protects what matters. His identity naturally aligned with Castrol’s message.
360 Marketing Strategy
The Challenge
- Weak brand equity & low relevance in Indonesia
- Mechanics and outlet owners preferred promoted competitors brands
- Poor visibility and conversion in retail channels
- Limited resources to compete with major players
Our Solutions
- Provide Holistic 360° Strategy Castrol Brand Campaign (Social Media, Advertisement, Offline Activation, etc)
- Seasonal Activation – #JagainRamadanTanpaHenti Campaign
- DVC Production – Featuring Iko Uwais to build emotional resonance and mass appeal
- KOL Marketing – Leveraging local influencers to extend reach and emotional impact
