In my experience, if you're already using 20w50 engine oil grade for 20,000 Kms or so, the best practice is to do it step-wise. The first step should be to shift to 10w40 and start monitoring the Engine oil closely, if your car starts consuming oil or reducing level, shift back to 20w50, and if that's okay, then shift to 10w30, and basically 10w30 and 5w30 have very small differences, so you can just shift to 5w30 in the next step. Shifting directly from using the thick oil (20w50) to the thin oil (5w30) may have adverse effects, but it all depends on the condition of your car's engine.
Just promotiing their brand, nothing more than a normal marketing strategy.
I hope it helps.