Case Study: Würth India – Lubricants Division
Objective
To drive high-quality brand visibility, stimulate product engagement, and build sustained organic word-of-mouth within India’s motorcycling ecosystem.
The Challenge
Würth, an established global leader in automotive solutions, sought to penetrate the highly competitive Indian lubricant market. The space is largely dominated by legacy brands and populated by price-sensitive consumers. For Würth, the goal was not just visibility—it was trust. The challenge lay in positioning the product as a premium, reliable choice for serious motorcyclists, while also earning credibility at ground level without overreliance on paid media.
Strategy
Event Horizon Media, in partnership with RidersConnect, developed a bottom-up brand activation framework centered around immersive community experiences, rider-led storytelling, and platform-specific content creation. The strategy focused on delivering brand familiarity through authentic rider interactions, while embedding Würth into India’s fast-growing motorcycling culture.
Execution Framework
The campaign was anchored around five strategic pillars, each tailored to achieve both immediate engagement and long-term brand recall:
1. Enhancing Brand Visibility Through Embedded Integration
Würth branding was seamlessly integrated into high-engagement motorcycling touchpoints, including helmets, riding gear, and curated ride kits. Organic exposure was facilitated through club-led rides, where customized posters and branding collateral amplified brand presence. Branded pit stops, equipped with product banners and QR codes, allowed riders to access on-the-spot product information and sample requests.
2. Social Media Revamp and Content Strategy
Würth’s digital presence underwent a strategic transformation. A new content architecture was introduced, driven by high-conversion formats such as reels, before-and-after product demos, and educational segments on lubrication science. Rider testimonials, repair hacks, and short-form “Did You Know?” lubricant facts were incorporated to drive engagement and retention. A structured calendar was deployed with three primary content categories: education, experience, and engagement.
3. On-Ground Brand Activation via Breakfast Rides
To drive experiential exposure, Würth-sponsored breakfast rides were organized across 12 key cities, including Bangalore, Delhi, Pune, and Chennai. Riders participated in live product demonstrations, received complimentary lubricant samples, and accessed professional chain cleaning services. Branded tents, demo stations, and signage ensured physical touchpoints translated into meaningful product interactions.
4. Rider Testimonials and Product Endorsements
Post-ride feedback sessions allowed for the collection of video and written testimonials directly from participating bikers. These authentic endorsements were compiled into a highlight series titled “Würth Talks,” featuring club leaders, mechanics, and long-distance riders sharing their hands-on experiences. The focus remained on measurable outcomes—improvements in chain smoothness, noise reduction, and component longevity.
5. User Reviews, Feedback Loops, and Ratings
To close the loop on product engagement, microsurveys were distributed through QR code-enabled platforms. These surveys captured immediate user feedback, 90% of which resulted in 4-star or 5-star ratings. The best reviews were repurposed into branded content for social proof. The campaign introduced the “Rider Approved” tagline, built on the authenticity and trust reflected in community sentiment.
Performance Snapshot
The Outcome
The campaign successfully repositioned Würth as more than just another lubricant—it became a trusted essential within the Indian biking community. Without deploying large-scale ad budgets or influencer partnerships, Würth built a base of genuine product advocates. The combination of community-first engagement, real-time product experience, and credible UGC transformed everyday riders into loyal brand evangelists.
Conclusion
Würth India’s lubricant division did not enter the market with a traditional marketing push; it entered with community alignment, product transparency, and deep respect for rider culture. Event Horizon Media’s execution blended on-ground activation, rider-led narratives, and strategic content workflows to deliver scalable results. The campaign validated a new blueprint for entering price-sensitive markets—one where credibility is earned, not bought.
Whether your goal is calls, clicks, or conversions, Event Horizon Media delivers results that move the bottom line.
Arjun Shetty
CEO, Event Horizon Media