Veedol has unveiled a new campaign to reinforce Veedol’s unique position in the tractor lubricant market. Conceptualized by Lowe Lintas Kolkata, the new campaign is comprised of a video film and other traditional assets like outdoor and print. The new campaign has been launched in the southern part of India and will be rolled out nationwide soon.

“Veedol has been a pioneering brand in tractor oils and greases, with a strong market presence over decades,” said Tide Water Oil Co. (India) Limited’s Executive Director J. Ramesh. Tide Water Oil now owns the Veedol brand, which used to be owned by BP/Castrol.

“Veedol continues to have excellent equity in traditional tractor markets in India. This campaign leverages Veedol’s heritage while reinforcing its core value of continual reinvention to keep in step with changing technologies. ‘Modern rehne ki ek Parampara’ – the campaign tagline captures this essence through endearing slices of life from the Indian heartland. With this campaign, we aim to reinforce Veedol’s promise of trust amongst all consumers of tractor oil, based on the brand’s impeccable credentials and leadership position.”

The challenge for the agency was to leverage Veedol’s heritage in the tractor oil segment on the one hand while highlighting its modernity on the other. This evolved into an interesting idea that finally became the core of the campaign,” said D.K. Guha, executive director of Lowe Lintas Kolkata.

“Veedol’s range of specially-formulated engine oils for tractors has always kept pace with modernization in tractor engines. With India poised to become one of the largest tractor markets worldwide and the improvement in rural economy, the timing couldn’t have been better for Veedol to launch its new Tractor Engine Oil campaign.