Mumbai: Recently, Savsol Lubricants, a prominent player in automotive and industrial lubricants and a flagship brand of Savita Oil Technologies, unveiled a strategic partnership with Bollywood star Sidharth Malhotra. Sidharth will serve as the brand ambassador, embodying Savsol's new brand identity and showcasing its cutting-edge Ester Fluid technology known as Savsol Ester 5.
On the sidelines of the brand ambassador unveiling event, Indiantelevision.com caught up with Savita Oil Technologies Ltd VP marketing Mohd Kamran Siddiqui to talk about their collaboration with Sidharth, about Savsol Ester 5, and more…
Edited Excerpts:
On the decision to collaborate with Sidharth Malhotra as Savsol's brand ambassador
We wanted the new range brand backed by cutting edge technology & undergoing a complete revamp to get a jumpstart in elevating the stature of the current brand and have maximum reach and impact in a short time. And as we know, India has a high population of youth and we wanted to appeal the youth, so somebody who has synergies with the brand values was a perfect fit to be our brand ambassador and we are very happy to announce that Sidharth Malhotra who is a youth icon, loves biking and driving cars and has a passion to excel in his field mirror Savsol’s commitment to delivering superior products and driving experiences to its consumers/category influencers (dealers and mechanics).
On Savsol Ester 5 with Ester Fluid technology redefining the automotive lubricant market
Savsol Ester 5 is a range with revolutionary lubricant technology containing Esters that underscores our dedication to delivering exceptional products that cater to the evolving needs of our customers & we are redefining it by offering this cutting-edge technology within the reach of everyday commuters.
On Savsol Lubricants setting itself apart in the competitive automotive industry
Today the ambitious daily commuters who depend quite a lot on their vehicle in everyday life sometimes don’t have the time to take adequate care & consideration of their vehicles.
Hence, a range of superior lubricants with ester fluid technology reduces friction and creates toughest tear-resistant lubricant film for protection against the indiscretions of impatient use and that will be the competitive edge for the brand.
On the exciting initiatives or campaigns that consumers can expect to see as a result of this collaboration
“Ab Kaun Rokega” our current campaign idea is a reflection of our brand’s attitude & personality which is backed by superior technology formulated products, so we need to amplify this with our target audience and chanel, but going forward, definitely distinctive campaigns which challenge the current communication norms of the category to come in future.
On the significance of this partnership in terms of Savsol's brand evolution and market expansion
As I said, “Ab Kaun Rokega” as a campaign idea is a reflection of our brand’s attitude & personality which is backed by superior technology formulated products and we want to live this campaign which reflects the attitude of youth of India today and Sidharth will give the required weight to the campaign to amplify and achieve a big impact in short time which will also help in our market expansion.
On Savsol's broader vision for innovation and technology in the lubricant industry
Our vision is to provide cutting edge technology and a top benefit within the reach of everyday commuters and we want to cement our position as a key challenger Indian brand and gain market share.
