MUMBAI: Veedol tractor oils has unveiled its latest campaign that celebrates this evolution through a powerful thought - the tradition of staying modern. The objective is to reinforce Veedol’s unique position in the tractor lube market – a heritage brand that has continually kept in step with changing technologies.

The campaign that has been conceptualized by Lowe Lintas Kolkata, comprises a video film and other traditional assets like outdoor and print. It has been launched in the Southern markets of India initially and will be rolled out across other states soon.

Tide Water Oil Co (India) executive director J Ramesh said, “This campaign leverages Veedol’s heritage while reinforcing its core value of continual reinvention to keep in step with changing technologies. ‘Modern rehne ki ek Parampara’ - the campaign tagline captures this essence though endearing slices of life from the Indian heartland."

Lowe Lintas Kolkata executive director DK Guha said, “The challenge for the agency was to leverage Veedol’s heritage in the tractor oil segment on the one hand while highlighting its modernity on the other. This evolved into an interesting idea that finally became the core of the campaign.”

In the video film, the slice of life frames capture a little boy, in idyllic rural surroundings, enjoying those simple pleasures of childhood that haven’t changed over time. From the joy of swinging on a tree on the way back from school to clever ways of prying open a walnut. Sequences that on the one hand evoke strong memories and on the other are equally endearing because they have remained unchanged till this day. Almost ritualistic. Just like the ritual of helping Dadaji pour Veedol engine oil in a tractor.

Explaining the creative thought process behind the campaign, Lowe Lintas executive director Vasudha Narayanan said, “Firstly, to work on Veedol tractor engine oil – a hardcore rural brand was what excited us the most. A look at the Indian agricultural landscape and the lifestyle of the people who live there revealed that advances in technology hadn’t diluted their values and traditions one bit. The people who ploughed their fields with the latest, most advanced tractors still live the same simple lives that the generations before them did. Especially the kids. From this very dichotomy was born the idea. Veedol, over the decades, have been so consistently improving their products in stride with the development of modern-day tractors – it’s almost become a ‘tradition’. And hence ‘Modern rehne ki ek Parampara’.”

The film has been launched across popular channels in the Southern markets and will be rolled out across other states soon.