Exclusive Marketing Strategy of Castrol – With STP Analysis and Campaigns

Updated on: Dec 22, 2022
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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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In a previous article, we learned about the marketing strategy of the Indian Oil Corporation. In this blog, we will get a detailed study of the marketing strategy of Castrol – India’s leading automotive and industrial lubricant manufacturing company.

The goal is to get an insight into Castrol and how it is now one of the leading lubricant manufacturing companies in India and how it aims to become the largest lubricant manufacturing industry in India.

Nowadays, the world works mostly online now, and marketing is the core of every industry. If you are interested to learn more about marketing then check out our Free Masterclass on digital marketing by the CEO and founder of IIDE, Karan Shah. 

In this blog, we will learn the entire marketing strategy of Castrol. But, before we move any further let’s begin with the company’s history, target audience and digital presence.

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About Castrol –

marketing strategy of castrol - castrol logo

Source – Logos Download 

Manufacturer of automotive and industrial lubricants Castrol India Ltd. India’s 2nd largest lubricant manufacturing company owns around 20% market share in the overall Indian lubricant market. It is a part of Castrol ltd. UK (part of the British Petroleum group). 

It was founded in 1910 and started importing automotive lubricants from CC Wakefield and made an entry into the Indian market. In 1979, CIL was incorporated under NL Lubricants and Specialities Pvt. Ltd. On 1 November 1990, the name of the company was changed from Indrol Lubricants and Specialities Ltd. to Castrol India Ltd. 

As of December 2019, there were talks ongoing between Reliance Industries and BP for setting up fuel stations in India where Castrol products are to be sold. It has 5 manufacturing plants that are connected to around 270 distributors which are serving over 70,000 retail outlets.

Quick Stats on Castrol India Ltd.

CEO Sandeep Sangwan
CMO Kedar Apte
Area Served Worldwide
Industry Liquid Engineering (oil, gas)
Market Revenue 4192.10 crore per year
Vision To become the largest lubricant selling and manufacturing company in India
Tagline It’s liquid engineering


Marketing Strategy of Castrol – 

Let us discuss the marketing strategy of Castrol. And how Castrol prepares its marketing campaigns etc.

Segmentation, Targeting & Positioning

Castrol mainly segments itself into the variety of products they have to offer like – Castrol EDGE, Castrol MAGNETIC bio-synthetic, Castrol GTX ECO, low viscosity lubricants, Castrol OPTIGEAR synthetic, passenger car oil carbon initiative, Castrol PROFESSIONAL, Castrol TRANS MAX and Castrol VECTON. It provides a variety of products to all kinds of customers according to their needs.

Castrol mainly targets audiences who are generally 18+ and above with automobiles as those are the people who are most likely to invest in their products. Its purpose is to provide quality products to its customers so that they choose Castrol as their go-to brand for lubricants and other products.

Castrol started in Britain as it is a BP product and then spread all across the globe in various countries where it is one of the more successful brands in the category of product that it sells.

Today, Castrol has numerous units in various countries and is a well-established industry.

Marketing Campaigns

marketing strategy of castrol - marketing campaign

On 26th April 2022, Castrol POWER1 ULTIMATE celebrated the adventurous and indomitable spirit of bikers with a new and catchy anthem. Sung by Benny Dayal the anthem features Bollywood star Tiger Shroff who is the ambassador for Castrol POWER1 ULTIMATE. 

It received many positive reviews from all social media platforms and was even a trending song on Spotify and Gana.

marketing strategy of castrol - marketing campaign

On 20 June 2020, a case study from Castrol India showed that every 1 in 3 truckers and farmers admitted to having health issues like back pain, joint pain, tiredness, lack of sleep etc. and only 11% of these people were working towards improving their lifestyles and immunity, which is the lowest in any community in India. The campaign titled ‘India ka Engine, Andar se Strong’ was a tribute to all those farmers and truckers who worked tirelessly day and night, especially during the pandemic. 

The campaign was a resounding success as many people took to social media to write and encourage those hardworking people along with many celebrities like Randeep Hooda and Hon’ble Minister of State, Ministry of AYUSH, Government of India Mr Shripad Naik who wrote in support of these farmers and truckers.

marketing strategy of castrol - marketing campaign

On 22 April 2020, Castrol Activ introduced the #HangUpYourKeys campaign encouraged everyone to stay at home during the global lockdown and encouraged people to support those on the frontline. The campaign urged people to park their vehicles and stay at home and support their loved ones along with society as a whole.

The campaign was well received across India with many TV stars such as Ravi Dubey and Arijit Taneja supporting the campaign.

Social Media Marketing

Castrol is active on various social media platforms like Instagram, Facebook, Twitter, LinkedIn, and Youtube. Castrol is most active on Facebook and LinkedIn. 

  • Instagram – Castrolbiking – 40.4K

Castrolcricket – 3K+

  • Facebook – 3.7M
  • LinkedIn – 120K
  • Twitter – 48.9K
  • Youtube – 58.1K

They have their most followers on Youtube with over 57.8K subscribers followed by Twitter with over 48.9K followers. LinkedIn and Facebook are more of their promotional and informational platforms.

SEO Strategies

marketing strategy of castrol - ubersuggest seo screenshot

Source – UberSuggest 

As per SEO ranking, if the number of keywords is below 500 then it is considered bad, if it is above 1000 then it is good and if 10,000+ then it is amazing. As we can see in the first image www.castrol.com has 143K+ organic keywords which are amazing. It shows that Castrol already is a well-established company with an amazing number of insights. 

Also, the traffic per month is around 1.3 million which is incredible. Therefore, it is safe to say that Castrol is well-established in its SEO strategies and doesn’t need to change anything and is a well-established brand in the google organic SERP results.

Influencer Marketing

Castrol has a worldwide standing amongst many different industries and has collaborated with various brands like –

  • Grand Prix (Formula-1)
  • MotoGP (Bike Racing)
  • Premier League (Football)
  • Automobile companies like- Nissan, Renault, Jaguar, Subaru etc.
  • NFL (Rugby)

All these brands have millions of followers across the globe. They also have Tiger shroff as their brand ambassador who is also seen in som of their commercials promoting the brand. These influencers promote Castrol products so that Castrol gains popularity and sales will increase via their fan following. 

Ecommerce Strategies

In regards to the e-commerce strategy of Castrol, it has its website from where they display and sell its products. Castrol products are also sold at various gas/oil stations as well with special offers. Many Castrol products are also available on various online shopping sites like Amazon, Flipkart etc.

Mobile Apps

Castrol also has a mobile app by the name of  ‘Castrol Fast Scan App’ which is used by Castrol dealers and mechanics who buy Castrol products. The app helps in scanning and validating QR codes on redeemable coupons in selected packs of Castrol products. One can use these coupons in instant credit of the coupon value to the bank account updated by the user on the Castrol Fast Scan App.

Content Marketing Strategies

Castrol is quite lively on social media. Their posts are related to various promotional campaigns and advertisements and the introduction of new products, various awareness messages etc. The source of posting content is Facebook, Twitter, LinkedIn and Youtube videos. They also publish their ads through various newspapers and articles as well. All these sources and platforms help Castrol to connect to a large number of people who then buy various products from them. 

With this, we have reached the end of our elaborative marketing strategy for Castrol. Let us conclude everything that we have learned below.

Digital Marketing Academic Challenge 2024 - DMAC

What’s Unique in the Marketing strategy of Castrol?

In the marketing strategy of Castrol, we understand that Castrol is already an established brand which is well-recognised across the globe. The need for automotive and industrial lubricants is very much still a requirement in modern times. Castrol is one of the leading liquid engineering industries in the world and has a huge advantage over various other companies in the same field.

Castrol is very much active and has a wide reach across all social media platforms where they regularly keep updating on their various products and other accessories which are being launched in the market.

Digital marketing has taken a drastic change because of the pandemic that has affected every business. According to digital marketing statistics, about 60% of the world’s population uses the internet. It increased by 25% in the last two years due to the pandemic with many businesses going online. The image of the company plays a huge role in everything.

A company’s brand image can be made or broken by its campaign techniques. Various effective campaigns can be designed through digital marketing. It also allows one to fix any glitches and mistakes made immediately as it is easy to access and correct mistakes on online websites.

With the increased importance of digital marketing, it is important to learn about the growing field as well. If anyone would like to learn more and want to develop skills, check out IIDE’s 4- month Digital Marketing Course and 11-Month Digital Marketing Course to learn more. We hope this blog on the marketing strategy of Castrol has given you a deep and detailed insight into the company’s marketing strategies.

If you enjoyed such-in depth analysis of companies just like this one on the marketing strategy of Castrol, then check out our IIDE knowledge portal for more interesting case studies on various other companies.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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