Truck drivers and mechanics lead a physically strenuous lifestyle. They are clustered in transport hubs. Each hub has few mechanics/drivers who are famous for their good work: they act like local heroes. We created a search called “Valvoline Real Hero”. We used a body building show as a teaser and introduced the concept of a Real Hero: one who has complete command over his job. We asked the audience to nominate Real Heroes from their community. The three people who gathered the highest votes were declared “Valvoline Real Hero”. Big posters of these winners were placed in transport hubs after completion of the programme.

27% growth in sales during the quarter over last year.The campaign reached to 20 cities across India and 21 Transport Nagars.

Engaged 84,000 drivers and mechanics and delivered brand messages.42,000 leads generated giving rise to the largest database of drivers and mechanics.The campaign enabled Valvoline to open new retailers and tie-ups with mechanics, opening avenues for sustained sales.

The Brand Recall increased by a whopping 54%.All this was achieved within 18 days and 6 teams.