Milex
Objective:
Indians have always been obsessed with the lambi umar (long life) of their possessions. From covering remotes in plastic to hanging a nimbu-mirchi on their cars, quirky rituals reflect this obsession. Yet, when it comes to what matters most—the car’s engine—these practices do little. Milex identified this gap and introduced a simple solution: an easy-to-use liquid bottle that cleans your engine and improves mileage.
Approach:
We designed a campaign that married cultural insight with practical innovation. The idea was to take India’s fixation with longevity and redirect it towards something that truly matters—the car’s performance. Collaborating with automobile influencers known for riding and driving content, we tapped into a community that values performance and maintenance.
Activity:
Community-first strategy
Partnered with automobile and riding influencers trusted by car and bike enthusiasts.
Metro-first targeting
Focused on high car-usage cities with strong digital engagement.
Narrative twist
Each creator began with a playful nod to India’s quirky longevity hacks, then revealed the real solution—Milex.
Practical showcase
Demonstrated the ease of using Milex and explained its benefits, making it less a product demo, more a cultural revelation.Campaign Metrics:
By cleverly tying India’s obsession with lambi umar to a smart engine-care solution, Milex positioned itself as both relatable and innovative. The campaign went beyond product promotion—it educated audiences about an entirely new category in automobile care.
This wasn’t just influencer marketing. It was a cultural reframing: from quirky rituals that do little, to a real solution that delivers. With Milex, we turned superstition into science, and rituals into results.