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Unified digital platform for building a direct comms channel with the mechanics while digitizing and tracking channel activities.


Castrol wanted to connect directly with its advocates (mechanics) to enable them to tap into their full potential. Only a total of 20% of the advocates had access to smartphones, it was a tough task to reach out to the rest. The team wanted to build a network of advocates who will then contribute to rise in sales & build a community of loyalists.


To establish a strong relationship with Castrol’s key influencers along with building a salience towards the brand that will help build a community of loyalists.


80% of the mechanics didn’t have access to internet which served as a major barrier while reaching out.


Field Marketing Representatives (FMRs) in the Castrol Sales Ecosystem have an inherent responsibility of developing & maintaining cordial relations with the mechanics along with executing trade marketing initiatives. We aimed at empowering the FMRs by digitizing the mechanic universe, structuring data collection & program activation systems for better understanding among all personals of the distribution system. The above mechanism had to ensure mechanic engagement & crisp flow of data that will build a strong salience towards the brand.

To achieve the above, we designed a unified digital platform for seamless flow of information that helped incentivize the mechanics based on their performance while also helping Castrol achieve its objective.


This earned us a database of more than 1.6 lakhs over a period of 8-10 months, organic engagement with 50K mechanics in the first 3 months & enhancement view of garage-level market potential to drive regional acquisition / retention strategies.