Truckers in India drive in some of the toughest conditions on bad roads & heavy traffic undertaking arduous journey across the length & breadth of country. As they form an important TG of Castrol the objective was to drive awareness amongst truckers & to help them take care of health

In 2017 Castrol commissioned a study along with Kantar IMRB to closely study the life of their key TG the truck drivers. Which threw up key learnings about the health aspect of truck drivers.

Long trips are a norm & truckers are most often driving more than 12 hours at a stretch. Drivers frequently work irregular shifts & without relief on long hauls. The physical stress is compounded by the mental stress of being responsible for deadlines & vehicular breakdowns. These conditions are common to truck drivers & compounded with sedentary lifestyle behind wheels it results in multiple health issues

Majority truck drivers in India lead sedentary lives and sit for long hours behind the wheel, with inadequate physical exercise. This is a key factor in drivers, experiencing physical stress and lifestyle diseases.

The percentage of drivers who drive for more than 8 hours a day is a high 63%.

56% drivers take one or two short breaks, and 78% take one or two long breaks. However, there are about 5% of truck drivers who carry on without a short break and 6%carry on without a long break.

This details how truck drivers are accustomed to working long hours without adequate breaks or physical exercise, which eventually results in low fitness levels.

The challenge was something that can address their problem at the same time be actionable for the trucker community & be sharable amongst them and scalable so that it can benefit the entire truck driver community at large.

Yoga is the most ancient discipline originating in India which helps combine benefits for both physical & mental wellbeing. Many studies have found that a little yoga in the morning, at night, or even on a lunch break, can minimize stress and increase productivity. “Asana” a Sanskrit term to define the yogic postures or movements, but literally translates to “seat.”

Hence, we came up with a unique concept of wellbeing specially curated for the community of truck drivers – The “TRUCK-ASANA”. Tying with, The Yoga Institute, Mumbai, designed special truck asanas in consultation with truck drivers keeping their wellness in mind. There were 21 tailormade Asanas each of which connected with their everyday travails of truckers – The Clutch Asana, The Ignition Asana, The Headlight Asana etc. Factoring the requirements of their schedule to stay physically fit & perform his duties efficiently to significantly improve their overall lifestyle and performance

We used the International Yoga Day as a backdrop to kickstart this initiative using Regional & National channels, vernacular movies etc. frequented by truckers.21 TruckAasanas created as shareable videos & infographics

Influencer: Mr. Nitin Gadkari – National Minister of Road Transportation, launched the TruckAsana Guide.

On Pack: Specifically created yogasanas were integrated on pack to serve as reminder for truckers

Reach: With India’s premier entertainment channel – Zee Network we crafted special episodes around importance of physical well-being for truckers to reach a wider audience of truckers + transporters who employ them as well as their families

Cabin stickers, booklets to remind them daily on the road

On-Ground: Tied up with the Transport Nagars (Transport hubs) where the truck Drivers gathered 1st hand to learn TrcukaAsanas from experts

Well-being training through Retail activation in 15k outlets created where truckers stop to buy oil on a daily basis

- Castrol CRB saw a 310-basis point increase in market share in CI4+ category (lubricants).

- 96% incremental volume growth over in H1 2018 as compared to h1 2017

- Increase in Top of Mind as well as spontaneous mentions & consideration

- 86% increase in Purchase Intention

- The Launch of the guide and the specially designed episodes helped us reach nearly 2 MN people amongst them key stakeholders, businessmen & transporters

- The Online & mobile campaign helped reach nearly 10 MN people and through specific geo targeting we could take the message to the truck driver community

- Campaign Touched the lives of 137 K truckers & 5k truckers were directly trained.