GS Caltex India’s (GSIPL) “Better Resale Value” campaign, launched in June, garnered over 50 million views on the campaign videos across major social media platforms, including Instagram, YouTube and Facebook. The campaign video captivated audiences, setting a significant milestone in the Indian lubricant industry for a single campaign film.

Designed to emphasize the critical role of regular vehicle maintenance, the “Better Resale Value” campaign highlights how premium engine oils, such as Kixx Engine Oil, enhance vehicle performance and boost resale value. Given the critical importance of resale value in today’s automotive market, the campaign connects with customers on a deeper level, positioning Kixx as an essential choice for those in their 20s and 30s who prioritize long-term vehicle reliability and value retention.

One Choice, Two Different Paths: Who Will Get “Better Resale Values”

The film, serving as the centerpiece of the campaign, paints a vivid portrait of Pradeep and Deepak’s enduring friendship. Their story unfolds as viewers witness the two navigate life’s milestones together, from attending the same school and college to experiencing the same heartbreaks, jobs and bikes.

The twist comes when the friends decide to sell their old bikes to upgrade to superbikes. The video highlights the importance of making informed decisions, specifically choosing the best engine oil, to improve their vehicles. As the story unfolds, viewers are invited to stay until the end to uncover how a single, seemingly small decision can dramatically alter the value of their bikes.

Expanding Reach Across Media

The campaign featured extensive social media engagement and spots with prominent national radio stations.

To promote the campaign, the video has been shared widely across major social media channels like Facebook, LinkedIn and Instagram.

Furthermore, the campaign generated a lot of buzz from local media, with prominent Indian media outlets like Afaqs, ET BrandEquity and Media Infoline providing digital coverage. Additionally, GSIPL executed radio campaigns, effectively utilizing voice channels to maximize its reach and engage a broader audience across different media touchpoints.

GSIPL’s “Better Resale Value” campaign effectively conveys its message through powerful storytelling, highlighting the crucial role of quality engine oil in enhancing vehicle performance and resale value. Check out the campaign video to see how Kixx Engine Oil enhances both performance and resale value, and discover the celebratory video marking 50 million views.