The Hi-Perf product range has been developed keeping in mind the growing demographic in India that is constantly turning to two-wheelers as their main mode of transport.
Total Oil India Pvt Ltd (TOIPL) launched its new range of high-performing engine oil Hi-Perf for the fast growing two-wheeler segment in India. TOIPL believes that this growth is fueled by more and more people turning towards the two-wheeler segment as a preferred mode of transport since the traffic conditions on Indian roads make it difficult for bigger vehicles to easily manoeuvre through it. As time is a luxury most people in cities do not have, this makes two-wheelers even more attractive to those living in areas of high congestion.
The company has reached a milestone with its launch as Total Oil India is now catering to all passenger vehicle segments in the country. Total has already made a name for itself with the sale of it Quartz Engine Oil for cars. According to the company, it is projected to cover up to 10 per cent of the market share in the next five years and will reach all segments in the automotive and vehicle industry in India when it ventures towards the construction, mining, and agriculture equipment segment as well.
“With an increasing demand for greater mobility along with rising disposable income, there is significant growth opportunity for two wheeler segment in India, which has recently surpassed even that of China. At Total, we believe that innovation and sustainability are the pivotal drivers of growth in this segment and our products and offerings stand true to this. We see tremendous potential in India and are here to make a lasting impression, through our array of product offerings and solutions,” said Dilip Vaswani, Chairman and MD, TOIPL about the introduction of Hi-Perf to Indian consumers.
The product range was launched after a successful run at the Moto2 racing category. The winner Franco Morbidelli was crowned World Champion, where he used Total Hi-Perf in the Moto2 category in 2017. Total has always had a long standing expertise in motorsports which has allowed it to research and develop a range of lubricants designed for complete and total protection of all types of engines. Its widespread knowledge in moto racing has resulted in the development of a comprehensive range of engine oils in both the fully synthetic and semi-synthetic categories. The complete product range has lubricants and engine oil that can be used in four-stroke manual gear (motorcycle) or automatic (scooter) vehicles.
Total has always maintained that safety has always been a part of their culture. Their new R&D centre in Navi Mumbai is devoted to creating products that would stick to their objective of making the Indian customer’s riding experience safer. Constant jerks and braking are a part of commuting. This, coupled with constant friction and pressure, can spoil any vehicle’s engine mechanism. Total’s Hi-Perf is guaranteed to maintain engine life with a spring like molecular structure that prevents the oil film from breaking under extreme conditions.
The Hi-Perf 4T Racing is a fully synthetic engine oil with a viscometry for of 10W-50. The product was engineered with expertise gained from the International Grand Prix racing. It Prevents friction at the highest RPM, while withstanding temperatures of up to 300° C. Hi-Perf 4T Racing can be used in all four-stroke two-wheelers.
The two semi-synthetic oils Hi-Perf 4T Sport+ and Hi-Perf 4T scooter come in viscometry of 10W-40 and 10W-30 respectively. Total Hi-Perf 4T Sport+ is specially formulated to increase power and acceleration coupled with anti-clutch slippage. The product preserves engine power and life by reducing drag within moving parts of the engine. Hi-Perf 4T Scooter is meant for automatic, gearless four-stroke scooters.
Total’s new marketing strategy also reflect who their key demographic and target audience really is. With a combination of new-age technology and traditional media platforms, Total has managed to execute a 360° campaign to market lubricants (an otherwise low-involvement segment among end-consumers). The aim of the campaign is to create awareness and conversation around the newly launched product range, Total Hi-Perf is, thereby, driving engagement within their target group – mechanics, retailers and two-wheeler owners. The company has reached out to over 40,000 garages, 80,000 mechanics and 13,000 retailers where they were introduced to the product and brand legacy through the aid of VR Technology (Google VR kit and the demo units).
The digital campaign will kick start with a video series – ‘Hi-Perf Ride for Legends’ which will see popular moto-vloggers touring India on their bikes in a quest to discover unsung heroes and celebrate their achievements. The campaign will be amplified through popular digital video platform, ‘Voot’ in collaboration with PowerDrift, a popular automobile content channel. The TV campaign reaffirms the brand’s dual promise of protection and high performance with a strong focus on the concept of ‘Let’s Ride’ in the minds of the target group in a unique way using gamification, the company said in a statement.