According to Mr Jagdeep Kapoor, chairman and managing director, Samsika Marketing Consultants, the idea is to create the brand's individual identity in the Indian market. The brand has been the undisputed leader in Japan for a very long time and people associate Idemitsu with Japan. The first step towards building a new identity is the shift in the concept of advertisement in the electronic media. Explained Mr Kapoor: "We are laying emphasis on a good start leading to a good fortune and pleasant journey." The slogan is: shubh ho, labh ho, koi baat ho, shuruat ho, Idemitsu mere saath ho.

Mr Kapoor feels that the catchy slogan has caught up well with truck drivers who constitute over 70 per cent of the total lubricant consumers. The problem faced by the product initially was the name-difficult to pronounce -and hence took time for people to get used to it, reasoned Mr Kapoor.

The company also had to fight its way with 35 other lubricant brands competing in this segment, apart from adulterated lubricants easily available in the market.

The company has launched a promotional campaign to move the brand to a higher level. Mr Kapoor claims that Idemitsu has convinced the consumers about its quality. "But we want to move up from the position of `just a good lubricant' to a `brand with a personality'," he says.

As part of the campaign with truck drivers, cassettes of Hindi film songs with jingles on Idemitsu are being distributed free to them. To entice the drivers, the company has come out with a series of these cassettes with new songs. The traders are also lured by silver coins every time they buy the lubricant cans. The first buy gets one silver coin and subsequently, two and four silver coins. "This kind of constant hammering will help in brand position," said Mr Kapoor The company is also targeting retailers, traders and mechanics since they are the most crucial influencers as regards lubricants. Mr C M Nayak, manager, market development, Savita Chemicals Limited, which has a tie-up with Idemitsu, informed that a mechanics campaign is underway whereby company officials will visit mechanics all over the country to educate them on the product.

"This is not very difficult since we are already established as number one in Japan," said Mr Nayak. The company hopes to do better with the awareness on lubricants increasing among vehicle owners. Most trucks are owned by drivers who use them and they are very particular about lubricants and oil. This is where the company feels, it can outdo others.