Brief: Castrol was in the process of changing the look and feel of its packaging. They wanted to engage the dealer community in this process.
Idea: Since this change in packaging coincided with the NarendraModi wave of change in society, we proposed a closed group engagement campaign on Facebook for Castrol dealers called Spark the Change. They wereasked to change things around them - in business as well as in society. They could choose to have better displays, improved signages, cleaner racks or support a social cause in their neighborhood & share photos, videos, posts, etc. It engaged dealers on a large scale & those whose posts got maximum likes were rewarded by Castrol.