MUMBAI: Lubricants and automotive services supplier Valvoline Cummins has launched its new TVC, ‘Baccho Jaisa Junoon’ to celebrate its 150-year-old legacy.  

The campaign highlights the Valvoline team’s child-like enthusiasm, passion, and curiosity that drives its innovation even today and gives customers the best products. Children have always been the best example of originality as they constantly innovate and experiment. Valvoline celebrates this quality of children by bringing the same curiosity and passion to the brand and its philosophy, said the company on Wednesday.

The campaign will run across all popular GECs, news channels, and digital platforms.

“Changing with time but staying original’ is our motto and with the same commitment & passion we have built trust with our channel and consumers over the years. We are one of the fastest-growing lubricant brands in India and the new campaign “Baccho Jaisa Junoon” is testimony to our 150 years of trust & credibility that the brand enjoys world over,” said Valvoline Cummins Pvt Ltd managing director Sandeep Kalia.

“Our new campaign reinforces the brand’s promise of continuous innovation that has been a constant for us, for over 150 years. What keeps us going is our relentless passion and curiosity around evolving technology that helps us create offerings in tune with consumer trends. The creative inspiration came from the inherent curiosity and originality children have and the passion they exhibit. That in a way embodies our brand’s essence, making us the original engine oil,” shared Valvoline Cummins Pvt Ltd chief marketing officer Ipshita Chowdhury.

Elaborating on how the campaign was created, Leo Burnett India executive director Anjana Gaur, said, “Valvoline is positioned as the Original Engine Oil across the globe. Our attempt was to craft an interpretation that will resonate best with the Indian audience. We wanted to showcase what makes and keeps the brand original, its passion for continuous innovation, in an interesting manner. The idea was to capture the innate curiosity and passion that children have when they are determined to do something. Valvoline has the same passion to stay original and deliver the best engine oil for every automobile.”

In India, Valvoline Cummins Pvt Ltd is a 50:50 joint venture between Valvoline International Inc. U.S.A and Cummins India Ltd.