Rider Insurance (Industry-First)

Challenge

Castrol, a global leader in lubricants, wanted to explore a bold new category: complementary insurance for 2-wheeler riders. Key questions included:

• Can Castrol enter the finance space credibly?
• Will riders adopt the product, and will mechanics support it?
• Can Castrol’s brand equity extend beyond lubricants?

Our Approach

In under two weeks, ADNA Research conducted a large-scale quantitative study across ASEAN with:

✅ 3,646 bike riders

✅ 309 mechanics and workshop owners

Our data provided clarity on:

• Riders’ protection needs and risk sensitivities

• Workshop owners’ willingness to recommend insurance

• Market-specific factors shaping insurance appeal

• Brand transferability from lubricants to financial services

Outcome

The research laid the foundation for:

✔️ A validated business case

✔️ A strong Customer Value Proposition (CVP)

✔️ A tailored go-to-market communications strategy

The product launch was a regional first — generating B2C and B2B traction while positioning Castrol as an innovator beyond lubricants.

“The study was the pivotal moment in this initiative, which has led to this proud moment for all of us at Castrol.”

— Amitabh Gupta, Initiative Leader, Castrol