MUMBAI: Castrol, one of the official sponsors for 2014 FIFA World Cup has rolled out a new digital and social media campaign.

The campaign titled ‘Castrol Activ Cling on to Football’ seeks to leverage Castrol’s global sponsorship and enhances football fan’s experience of the ongoing sports tournament. The digital campaign that kick started on 18 June with a planned football Google hangout in India, is executed by FoxyMoron.

Football fans in India got the opportunity to join the hangout and express their views by participating in a discussion with a panel comprising celebrities like Abhishek Bachchan, Bhaichung Bhutia, Paul Masefield and Gaurav Kapoor.

Castrol India vice president marketing Soma Ghosh said, “Football is fast gaining ground as one of the most popular sports amongst Indian urban youth and the 2014 FIFA World Cup is a great opportunity for us to leverage our position as one of its official sponsors.  Whilst most advertisers and marketers are vying for attention of the television viewing audience, Castrol is focusing its activation around the ‘second screen.’ Castrol Activ with Actibond technology is one of our pioneering brands and will be at the center of the action in our digital and social media campaigns.”

Another initiative which Castrol brings to this tournament is ‘Castrol Activ Cling on to Kick Off’ – an interactive voice response (IVR) based activity – which will ensure football fans don’t miss any of the games by sending reminder SMS messages and giving ‘wake up’ calls.