Castrol Malaysia formalises PR partnership to sharpen brand voice

Castrol Malaysia has formalised its public relations partnership, appointing DNA Creative Communications on a one-year retainer as it looks to strengthen its brand presence and stand out in the increasingly competitive lubricants market.

The appointment marks the continuation of a working relationship that began in 2021, during which both parties collaborated across brand communications, product launches, retail initiatives, workshop activations, and community-focused programmes. By moving the partnership onto a formal retainer, Castrol signals a sharper focus on long-term brand building, consistency, and deeper engagement with both consumers and industry stakeholders.

Under the appointment, DNA Creative Communications will handle strategic communications, media relations, and content development for Castrol’s consumer and B2B segments in Malaysia.

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The move comes as the lubricants category continues to evolve beyond product performance alone, with sustainability, innovation, and broader brand values playing a growing role in influencing customer choice. Castrol said the partnership supports its ambition to be part of wider conversations shaping the category, while translating global brand narratives into locally relevant stories.

Joshua Tan, head of marketing of Castrol Malaysia and Singapore, said the decision to formalise the partnership was driven by the agency’s deep understanding of the category and its ability to support Castrol’s broader communications goals.

“The lubricants industry is evolving quickly, and consumers today care about sustainability, innovation, and performance beyond the technical specs. The partnership supports Castrol’s efforts to build the brand’s voice in these wider conversations,” he said, adding that the agency has consistently demonstrated strategic thinking and strong local execution over years of collaboration.

From the agency’s perspective, the partnership reflects a shared belief in the importance of sustained, narrative-led communications rather than short-term visibility alone. Ashvin Anamalai, CEO and founder of DNA Creative Communications, said strong brands today must focus on shaping conversations, building trust, and staying connected to customers over time.

“Castrol is a brand with legacy, credibility and an ambition to stay culturally relevant. Communication is not just about coverage, but about shaping narratives and building trust,” he added.

The appointment also strengthens the communications agency's footprint in the automotive, mobility, and energy sectors. Its client experience in these categories includes brands such as Quill Automobiles, Sime Motors, SD Guthrie International, and Pekat Group, alongside broader integrated communications programmes spanning earned media, digital, and large-scale brand activations.

In other recent PR appointments, Grab Malaysia wrapped up its search for its new public relations agency at the end of last year. A+M understands the appointments are for terms exceeding a year. Rantau+ officially began their duties in October, taking over the PR remit previously held by Priority Communications.

Meanwhile, FedEx Malaysia reappointed Perspective Strategies as its public relations agency for another three years, extending what will be a decade-long partnership by 2028. The reappointment, finalised in March 2025 after a repitch process in January, marks the continuation of a trusted relationship that has helped shape FedEx’s communications and brand presence in Malaysia since 2018.

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