Castrol Lubricants celebrates UAE mechanics in world's biggest frame | Asian Business Review

Castrol Lubricants celebrates UAE mechanics in world's biggest frame

Castrol’s “Portraits of Change” has shifted the perception around unsung heroes Mechanics’ portraits ‘hung’ in The Dubai Frame – the world’s biggest picture frame.

Castrol Lubricants in the Middle East have taken UAE mechanics from being unsung heroes, whose positive contributions often went unseen, to being visible on the biggest frame in the world. 

Celebrating the vital work of UAE mechanics to keep drivers and passengers safe on our roads, ‘the world’s largest portrait exhibition at The Dubai Frame, “Portraits of Change” was conceptualised and brought to life through innovative digital marketing.

Often underappreciated as key facilitators of a thriving infrastructure, Castrol invited mechanics to share their stories, allowing people to ‘see’ them in an all-new light. Castrol encouraged the mechanics to showcase their personality and passion by giving an insight into their hopes and dreams in a series of powerfully stunning portraits. 

Initially revealed on social media, the stunning photographs were proudly displayed in none other than the world’s biggest frame – The Dubai Frame – a fitting tribute that acknowledges how vital mechanics are to our society. 

"Like any other job, we want our efforts to be appreciated," said Abdul Rahman, a car mechanic in UAE. He also added that Castrol Lubricants is the first brand that has commended their work.

 Moreover, his fellow mechanic Jahangir Khan said, "Seeing my portrait on the biggest frame in the world, it's amazing! Especially because people rarely see what we do. People rarely see us."  

The portraits were available for everyone to view, simply by scanning a QR code… Location triggered AR filter / QR code!  “Every time we’re on the road, there was a mechanic somewhere who had a hand in us arriving safely to our destination. They quite literally keep cities moving. If that’s not worth celebrating, we don’t know what is!” Social media influencers commented on the campaign

During the campaign, Castrol partnered with Influencers, media, and more importantly consumers to continue the conversation on social media, posting the mechanics portraits, and treating consumers to behind-the-scenes videos of the making of Castrol’s Portraits of Change: each of them an intimate look at mechanics whom our consumers had never truly seen before. 

Changing how people see these mechanics, forever!

Follow the links for more news on

Join Asian Business Review community
Since you're here...

...there are many ways you can work with us to advertise your company and connect to your customers. Our team can help you dight and create an advertising campaign, in print and digital, on this website and in print magazine.

We can also organize a real life or digital event for you and find thought leader speakers as well as industry leaders, who could be your potential partners, to join the event. We also run some awards programmes which give you an opportunity to be recognized for your achievements during the year and you can join this as a participant or a sponsor.

Let us help you drive your business forward with a good partnership!

Top News

Link Net taps Cisco, Qwilt to boost streaming services in Indonesia
The partnership will enhance streaming video quality for millions of households across Indonesia.
Vietnam to switch off 2G network in December
The 2G service is still being used by 23 million subscribers in the country
Nature’s wrath pushes insurers to reshape risk adaptability
Experts shared the reality of cost-efficiency whilst minimising the protection gap.


Nature’s wrath pushes insurers to reshape risk adaptability
Experts shared the reality of cost-efficiency whilst minimising the protection gap.
Tempered adoption of AI tools may spell greater leap for fintech firms
Expert underscores generative AI’s strength in streamlining front-of-office work, but banks on human expertise for in-depth development.
XL Axiata’s pioneers convergence service in Indonesia
The telecom firm’s Fixed Mobile Convergence service penetration has reached 56% in H1 2023.

Event News

Event News

Modus Operandi Company clinches Myanmar Technology Excellence Awards for groundbreaking projects Co-Written / Partner
Its MO Foundation and KYO-HTOTE solutions have significantly impacted underserved communities and bridged financial inclusion gaps for the public. Digital financial solutions provider Modus Operandi Company (MO) was lauded as the recipient of the Myanmar Technology Excellence Awards for Fintech - Financial Technology category at the Asian Technology Excellence Awards 2023 for its successful year brought by the launch of the MO Foundation and the introduction of its groundbreaking Earned Wages Access platform KYO-HTOTE.