Turtle Wax’s Bold New Campaign in India Puts Car Pride Front and Center – Literally
Turtle Wax just gave car care a bold new face—yours. Launching its global brand platform “You Are How You Car™” in India, the iconic car care brand is flipping the script on how people view vehicle maintenance. It’s no longer just about a shiny bonnet or spotless interiors—it’s a reflection of you.
Blending humor, visual flair, and some wild CGI, the campaign makes one clear statement: the way you care for your car reflects how you show up in the world. And it’s kicking off with surreal, head-turning ads where drivers are reimagined as bobblehead versions of their “car-selves.”
Beyond Shine: Confidence on Wheels
Whether it’s water-beading satisfaction, the meditative calm of a clean dashboard, or the thrill of bouncing back after a muddy monsoon spin, “You Are How You Car™” turns these small rituals into meaningful moments. Especially in a country like India—where monsoon car care is a seasonal sport—Turtle Wax positions itself as the perfect partner to help drivers stay proud, protected, and prepped for anything.
Two TV Spots, One Wild Vision
The campaign’s TVCs—“Face It” and “Pamper”—bring the idea to life with quirky, metaphor-driven storytelling. In Face It, human faces on car bodies stare back at you in high-gloss detail, celebrating that post-clean swagger. In Pamper, a detailing session turns into a luxury spa-like ritual, treating your ride like it’s royalty.
Turtle Wax Speaks
“For nearly 80 years, we’ve helped people bring out the best in their cars,” said Daren Herbert, CMO, Turtle Wax. “This campaign celebrates pride, swagger, and even a little obsession—because caring for your car is caring for yourself.”
Sajan Murali Puravangara, MD, Turtle Wax India, added: “In India, car care is personal. ‘You Are How You Car™’ taps into that emotional bond, especially during monsoons. From helmet cleaners to rat repellents—we’re here to help Indians drive with pride, rain or shine.”
Driving Brand Love in India
Consumer insights back the brand’s momentum:
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88% of Indian consumers familiar with Turtle Wax have a positive impression
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70% purchased in the last year
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95% of those aware of Turtle Wax Car Care Studios™ intend to visit one
Social media and YouTube influencers have also been key in fueling discovery and adoption across the country.
Final Buff
“You Are How You Car™” isn’t just a catchy tagline—it’s a rallying cry for every car enthusiast, weekend washer, and shine-chasing driver out there. With monsoons rolling in, Turtle Wax is telling Indian drivers: if your car looks good, you feel good. And this season, both should shine.
Learn more or bobblehead your “car-self” at turtlewax.com.
Also Read: Warivo Launches 6 New E-Scooters in Nova & Edge Series, Starting at ₹44,999
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