Indian Oil looks to Bollywood for Servo 4T campaign

Servo 4T is positioned as the engine, clutch and gear (ECG) specialist with a unique formulation designed to keep the engine running smoothly. 

The three TVCs included in the campaign are an adaptation of three scenes from popular Bollywood movies Amar Akbar Anthony, Dhoom and Don, each featuring a motorcycle as an integral part of the film. From the casting of the characters to the tone of the films, the TVCs were designed to spoof the actual films.

Don and Dhoom, which have already been launched, each tells the story of a man trying to make a getaway, only to be let down by his motorbike. In both cases, the voice of God comes to the rescue, introducing Servo 4T.

Amar Akbar Anthony is expected to launch soon.

The general manager of corporate communications and branding at Indian Oil, A.N. Jha, said, "This is an important campaign for us. While all brands in the category have tried to appropriate some unique technology or the other, research has told us that most of the message is lost on the consumer. We were completely convinced that a serious message had to be delivered in an entertaining manner."

Credits:

Agency Grey Mumbai
National creative director Amit Akali & Malvika Mehra
Executive creative director Rohit Malkani & Karan Rawat
Senior creative director Vijaykumar Subramani
Creative director Rohit Dubey
Art director Sebastian Gonsalves
Branch head Hari Krishnan
AVP & client services Director Vineet Singh
Associate account director Aman Sheikh
Senior account executive Ashit Amin
Films head Samir Chadha
Films director Sharad Shinde
Films manager Manjula Moses
Production house Code Red
Director Gajraj Rao