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Gulf Oil tells bikers to pick-up their ride

Created by DDB Mudra, the new TVC focuses on the more relevant proposition of 'power when you need it'

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Gulf Oil tells bikers to pick-up their ride

Gulf Oil tells bikers to pick-up their ride

Created by DDB Mudra, the new TVC focuses on the more relevant proposition of 'power when you need it'

BestMediaInfo Bureau | Delhi | June 11, 2015

Gulf-Oil-TVC Click on the image to watch the TVC.

Gulf Oil, a Hinduja Group company has released a TVC featuring brand ambassador Mahendra Singh Dhoni for their motorcycle engine oil, Gulf Pride 4T Plus. The TVC has been created by DDB Mudra.

Adding to the 10,000 km drain life that is already claimed as a benefit, the new TVC focuses on the more relevant proposition of 'power when you need it'. The new product proposition talks about life boosting Oxy-bitors that keeps the engine clean and controls oil thickening, which facilitates faster pick-up and sustained power through the oil life. While the brand continues to retain its long drain prowess, the main communication will hence forth be on the lines of “Insta Pick-Up”.

The company intends to gain market share in the motorcycle engine oil segment by re-positioning their product offering. The tweaking of brand position has been an outcome of consumer insights gained through extensive research conducted by IMRB for Gulf Oil. For two-wheeler respondents surveyed, 'performance' is an attribute they sought for most. A measure of performance in biker's mind is the ability of vehicle to gain instant acceleration when he/she needs it, commonly referred as instant pick-up. Gulf Oil has incorporated this fresh insight into their new campaign, currently on TV as well as digital platforms.

The TVC revolves around influential personalities from different walks of life coming together through their burning passion for bikes. Brand ambassador Dhoni is seen in a rugged biker avatar. The brand message of 'Insta Pick-Up' rendered via the line 'Pick-Up Your Ride' is aimed at creating resonance and acceptance with the young and enthusiastic youth.

Ravi Chawla, Managing Director, Gulf Oil Lubricants, commented, “We are the fastest growing major lubricants brand in terms of volume. We are also constantly innovating with new product technologies and communication strategies. In the new TVC, we have put our consumers at the heart of the communication ensuring that their desire of performance via pick-up is delivered through superior quality products.”

Rahul Mathew Rahul Mathew

Rahul Mathew, Creative Head, DDB Mudra West, added here, “We started by deciding that we wouldn't be talking to those who just own a bike, instead we would be talking to those who live to bike. Because only they would truly appreciate the superior quality of the product and what it does to your ride. But for them to embrace you as a brand, you need to embrace all that they stand for. From there was born the idea of a biking manifesto. And even though Dhoni is a very passionate rider himself, we didn't want it to become just about his passion. So we put together an ensemble for him to ride with – the kind you would pay good money to ride with. And used them to bring to life our manifesto and belief for biking. And for the brand.”

The ad is currently on air on a mixed group of channels such as sports, music, movies, and news, and will be supported on the digital front.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Gulf Oil

Brand: Gulf Pride 4T Plus

Creative agency: DDB Mudra

Chairman and Chief Creative Officer: Sonal Dabral

President: Rajiv Sabnis

Creative Team: Rahul Mathew, Keegan Pinto, Manish Darji, Sharmad Khambekar, Mayuresh Wagle, Saurabh Sankpal, Amol Annaldas, Pankaj Nihalani, Prasad Kamtekar, Fazal Syed Hussain, Rahul Gate

Account Management Team: Anurag Tandon, Rakesh Varma, Aaron D'souza, Rewis Dsouza

Account Planning: Aditya Kanthy, Mou Roy, Pritish Mukherjee, Deboleena Chatterjee

Agency Executive Producers: Achyutanand Dwivedi, Vishal Agarwala

Production House: Rising Sun Films

Director: Amit Roy

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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