Results

Brand Impact: 1. TOM scores went up by a whopping 67% and Spont recall went up by 31%; consideration increased by 20% putting POWER1 back into the spotlight 2. Improved scores on imagery measure of ‘Better performance’ by 20% 3. Improved ‘meaningfulness score’ by 17% Campaign Impact: 1. Data-led approach with sharp targeted comms led to high registrations - WhatsApp content strategy led to 20% conversion - 42% conversion tracked through mechanic, biking, college and MTVRoadies communities’ recommendations 2. Brand Instagram social handle witnessed a 22% growth during the campaign period 3. 50K+ enthusiasts across backgrounds such as engineers, businessmen, mechanics, students, women riders, including mothers registered; A mechanic made it to the Top18 – true democratisation of the motorsport 4. 8Mn+ views garnered on the 3-episodic series on JioCinema and MTV, leading the series to feature in the Top 10 TV shows on JioCinema for 2 weeks post launch 5. 60Mn+ reached through promos on India’s favourite youth channels – MTV, Colors Infinity, VH1, MTV Beats and Comedy Central 6. PR worth 1.4CR generated through the campaign 7. 93Mn+ reach and 781K+ engagements across social handles of Castrol POWER1, Viacom18 channels, and 25+ biking KOLs