MUMBAI: HP Lubricants has rolled out a tongue-in-cheek and vibrant integrated campaign for its motorcycle engine oil HP Racer. The campaign, featuring popular Bollywood actor Ranveer Singh, emphasises the importance of using the right engine oil for bikes to both, bike owners and mechanics. The new campaign is conceptualised and executed by Leo Burnett India.

The TVC opens with a young biker riding into a garage and asking the mechanic to refill the engine oil in his bike. To this, the mechanic asks if he wants regular engine oil or HP Racer. The customer reacts indifferently saying he doesn’t care. In comes Ranveer Singh along with other mechanics, rapping the superior benefits of HP Racer.

HPCL executive director of direct sales Rajnish Mehta says, “In a strategic move to improve visibility and brand recall of our ‘Power Brands’, we believe that Ranveer Singh, as the face of the brand, will help strengthen our association further with biking enthusiasts and mechanics. Engine oil is a low-involvement category, and we are confident that this campaign will see consumers voluntarily opting for the technologically superior HP Racer.”

Leo Burnett South Asia chief creative officer Rajdeepak Das adds, “Ranveer Singh’s infectious energy and natural connect with all audiences lent themselves seamlessly to the film. His portrayal as a mechanic is sure to strike the right chord with our primary audiences – the mechanic community and youth of the country – predominantly bikers. I’m confident that our customers will remember the catchy rap and Ranveer’s jig in the HP Racer film for some time to come, especially since it is so relatable."