BP Castrol is a leading global industrial and automotive lubricants brand offering a wide range of oils and greases for most lubrication applications. Looking to strengthen its portfolio in the Chinese market, the brand wanted a demonstration unit to support the launch of a new formulation of engine lubricant.
In addition to creating a competitive edge at POS that communicated the USP’s of the lubricant, the industrial design had to reinforce Castrol’s premium brand positioning. From research and design strategy to volume production; an end-to-end service was offered by Tata Elxsi. A series of communication tools were created to help a global brand increase its market share in developed and emerging markets.
The result was a differentiated packaging design and development of a tactile, high-quality demonstrator unit, reflecting Castrol Magnatec’s premium market positioning. A short animation to reinforce the message was also developed by Tata Elxsi’s visualization team.
The ‘Bridge’ demonstration unit was launched in China at the end of 2016. Early feedback has been very positive and we expect the unit to move into other geographies in the coming years.
Our service offerings include:
- Consumer Research & Design Strategy
- Industrial Design
- Packaging Design
- Engineering & Detailing
- Product Animation
“Product demonstrations are crucial in achieving advocacy of Castrol lubricants in workshops. TATA ELXSI were a highly creative and innovative partner in developing a compelling way to simply communicate new MAGNATEC with DUALOCK Technology in China through a hand-held physical demonstration. Strong attention to detail and continued proactive recommendations to optimise the design throughout the development process has resulted in a demonstration we are very proud of and is helping to generate positive market results”.Global Product and Innovation Manager – Castrol MAGNATEC.