Valvoline gets Virat Kohli to endorse his love for engines

14 Feb,2020

By A Correspondent


Valvoline has launched its latest ad campaign that stars Virat Kohli who is the brand ambassador of Valvoline.


The campaign conceptualised and developed by Leo Burnett will be launched in the form of a TVC and on digital media with a message of ‘Engine Ke Deewane’. Said Sandeep Kalia, Chief Executive Officer of Valvoline Cummins Private Limited: “Through this campaign, we want to establish strong communication with the progressive, responsible and technologically aware automotive enthusiasts. Our campaign focuses on enlightening the consumers on how significant are lubricants for maintaining the performance quotient of an engine. We have tried to communicate the features of our product in the language of our audience. Virat Kohli turned out to be the perfect fit. His image as an automotive enthusiast helped us drive the campaign message of trusting Valvoline further– the brand preferred by those who want the best for their engine.”


Commenting on the new TVC, Arjuna Gaur, Creative Director, Leo Burnett said: “We were surprised to discover that a lot of people are unaware of the engine oil brand being poured into their vehicles. They usually go by what their mechanics recommend. ‘Engine Ke Deewane’ aims at creating more involvement in this category. The TVC is conceptualized in the format showcasing how people who are obsessed with engines, whether a mechanic or a car enthusiast, prefer Valvoline and in turn influence the consumer to trust the brand. It was a mind-boggling experience to work with a brand like Valvoline that celebrates such a strong legacy in the lubricants sector. It takes a lot of courage for a brand to address the message with a dash of humor. ”



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