Castrol Malaysia has formalised its public relations partnership with DNA Creative Communications, appointing the agency on a one-year retainer as it looks to strengthen its brand presence in an increasingly competitive lubricants market.
The appointment builds on an existing relationship that began in 2021, during which both parties collaborated on brand communications, product launches, retail initiatives, workshop activations, and community-focused programmes. Moving to a formal retainer signals Castrol’s intent to prioritise long-term brand building, consistency, and deeper engagement with both consumers and industry stakeholders.
Under the agreement, DNA Creative Communications will oversee strategic communications, media relations, and content development for Castrol’s consumer and B2B segments in Malaysia.
The move comes as the lubricants category evolves beyond product performance alone, with sustainability, innovation, and broader brand values playing a growing role in influencing customer choice. The partnership is intended to support Castrol’s ambition to participate more actively in conversations shaping the category, while translating global brand narratives into locally relevant storytelling.
The appointment also strengthens DNA Creative Communications’ footprint in the automotive, mobility, and energy sectors. The agency’s experience in these areas includes work with brands such as Quill Automobiles, Sime Motors, SD Guthrie International, and Pekat Group, alongside integrated communications programmes spanning earned media, digital platforms, and large-scale brand activations.
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