Surely, Castrol didn’t pay this family for strategic brand placement in the washroom! It is just another can that was being put to the best of reuse and recycle ! Millions in India do this.
Every rural morning sun sees people walking the fields with cans that say ‘Castrol’ or “Servo’ or ‘Asian Paints’ *** etc ! They held lubricants, oil, paint when they moved out of the factory. But in their recycled avatar, they are usually filled with water. And comes in handy for porting water…you know…for all what water comes in handy for.
Sometimes they help in porting garbage. Cleaning Autorickshaws. At other times they are cow feed carriers. At yet others for brewing illicit hooch!! And of course, they are used by the Public Works Department in perennial road building activities as well !
And why not….
I presume these cans are made to the strictest Seven Sigma quality ( Six Sigma standards + one sigma extra for all the noise made about Six Sigma ). Made by the best of engineering minds, out of the best material possible and sport colour combinations chosen by brand consultants ! And of course, come to production only after exacting quality checks !
I turn to the green Castrol can in the corner. This time around, i look at it with higher respect. And i wonder, how my reactions would change, if i worked for Castrol. Would i run my finger affectionately on the can, and say, with a Obama like thud, ‘Yes ! Our Can‘ !?!
I finish up what i came into the toilet for. And then, i cast one last respectful glance at the green Castrol can and with imagination running riot about a mob of Castrol users shouting ‘Yes Our Can’, i look at it a little more intently.
I spot a sticker on it that reads : ‘Its more than oil. Its liquid engineering’ !
It all comes together ! A light bulb glows somewhere. Suddenly, brand placement seems appropriate ! Pot on !
(*** Castrol, Servo and Asian Paints are common examples going by my mind share and corresponding assumptions of visibility in toilets / washrooms. They are not quoted here out of personal association / spite / liking etc. Ok !?! )