Gulf Oil's #GulfDhonixDhoni campaign shows MS Dhoni in a conversation with his younger self

Lubricant brand Gulf Oil Lubricants India Ltd. has launched a new campaign #GulfDhonixDhoni, featuring MS Dhoni in a conversation with his younger self from 2005, reminiscing the successful journey through accolades and pictures.

While they are talking about their two passions – cricket and biking, the younger Dhoni is surprised to find his old bike in the garage that still functions as good as other bikes from the collection. The campaign aesthetically blends the similarities between the consistent performance of Gulf Oil’s brand ambassador, Dhoni, on the cricket field and its product Gulf Pride engine oil, which delivers Insta pick-up over many years and kilometres.

The campaign has been strategically released on the 10^th anniversary of India’s 2011 World Cup Victory, one of the greatest sporting moments for Indian and Dhoni cricket fans.

Ravi Chawla, Managing Director & CEO, Gulf Oil Lubricants India Ltd., said, “At Gulf, we pride ourselves on being an innovator and we seek to consistently push the envelope when it comes to our product quality and benefits.  In keeping with this ethos, we recently upgraded our flagship two-wheeler engine oil, Gulf Pride 4T. While previously the brand promise was about ‘Insta pick-up’, and it resonated strongly with bikers across the country, we bettered the product to be able to now deliver ‘Consistent Insta Pick-up’ over thousands of kilometres and many years. As brand Gulf, we are already no. 2 when it comes to important consumer mind measures (or brand health measures). With this new launch and campaign, we intend to strengthen that spot further in terms of market share as well.”

The campaign has been conceptualised by DDB Mudra Group. Rahul Mathew, Chief Creative Officer, DDB Mudra Group, said, “Great brands should tell great stories. And with Dhoni, we had an engaging story that we could tell the world while building on the brand’s promise of consistent performance.”

Dhoni, brand ambassador, Gulf Oil, said, “I am delighted to be associated with a brand like Gulf Oil that is driven by passion to move forward. As an avid biker myself, I can very well connect with the brand’s proposition and product offerings. This campaign makes me nostalgic as I revisit my favourite cricketing moments, including the winning shot at the 2011 World Cup Finals. It gave me a feel of how it would be to meet my younger self, what we would talk about and what I would advise him if we met.”

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