The Malaysian operating arm of Castrol has selected DNA Creative Communications to serve as its official Public Relations (PR) agency.
The new relationship will operate on a retainer basis and strengthen the long-standing collaboration between the companies that was first established in 2021.
Formerly, the partnership saw them work together on branded communications, community initiatives and product launches. Now, the PR agency will manage content creation, media relations and strategic communications for both Castrol’s B2B business and consumer interests in Malaysia. Its role will reinforce the lubricant line’s ongoing investment in customer engagement and brand storytelling, and promote quality communications with stakeholders in the competitive market.
Marketing head for Castrol Malaysia and Singapore, Joshua Tan, commented that the lubricant sector is rapidly evolving. He said that on top of technical specifications, modern consumers are concerned with performance, innovation and sustainability.
A respected lubricant brand, Castrol is a top choice for a wide range of sectors and applications including heavy industry, energy generation and manufacturing. As a result, its product portfolio includes specialised solutions like metalworking cutting fluids, synthetic transformer oil for cooling and insulating electronic equipment and dependable turbine oil for power plants and the aviation and aerospace sectors.
According to Tan, the agreement with DNA Creative Communications supports the lubricant brand’s aim to build its voice in key areas of consumer interest. He added that the agency has shown strong strategic thinking and category understanding, and was able to translate Castrol’s international brand narratives to ensure that they are relevant to local markets.
