Gulf Oil and Dentsu Creative to adopt ad ideas from CSK fans

Delhi: Gulf Oil Lubricants India and Dentsu Creative have teamed up with Chennai Super Kings (CSK) fans. The brand has decided to hand over the reins of its advertising to the fans, giving them a chance to showcase their love and loyalty for the team, while the players focus on their training and performance on the field.

The campaign was kicked off with a behind-the-scenes film, featuring CSK's players, led by MS Dhoni, as they arrived on set prepared to shoot the Gulf Oil ad. However, a twist awaited them as the brand representatives revealed the campaign's concept of gifting time back to CSK players, while inviting fans to join the #GulfUnstoppableArmy and craft their own advertisements. The film concluded with a call to action, urging fans to unleash their creativity by visiting the campaign website.

There are films featuring lookalikes of CSK players such as Dhoni and Jadeja. They aim to reinforce the campaign's central message: while the players focus on victory, the fans have the opportunity to shine by crafting their own Gulf Oil ads. 

Amit Gheji, Head – Marketing, Gulf Oil Lubricants India, commented, “We're excited to have rolled out the 'Gulf Unstoppable Army' campaign alongside Dentsu Creative. This isn't just about ads; it's about honoring the passion of CSK fans and giving our players the space they need to clinch that 6th title. By letting the fans take the creative reins, we're tapping into the raw energy of cricket fandom while showing our players some serious love. It's a win-win that embodies the heart and soul of Gulf Oil's partnership with CSK – together being bold, dynamic, and totally unstoppable."

Ajeet Shukla and Gia Fernandes, Creative Heads (West), Dentsu Creative India, added, “The T20 cricket season is that challenging phase of advertising where you'll have to & must do something disruptive and thoughtful to get noticed. That is what our attempt has been this time with the idea of not using CSK players for Gulf Oil Ads. Instead giving back the time to players to practice and hopefully see them emerge as Champions for the sixth time. We’re very excited to see the entries that are coming our way and hoping the entire nation picks it up and sends us their creative version of a Gulf Oil ad.” 

Credits:

Brand: Gulf

Managing Director and Chief Executive Officer: Ravi Chawla

Head – Marketing: Amit Gheji

Brand Manager: Shubhra Saroha

Digital Marketing Manager: Swati Uniyal

Agency: Dentsu Creative India

Chief Executive Officer: Amit Wadhwa

Chief Strategy Officer: Sumeer Mathur

Chief Creative Officer (West and South): Surjo Dutt

President: Indrajeet Mookerjee

Managing Partner (West): Nikhil Kumar

Group Executive Creative Director: Ajeet Shukla

Executive Creative Director: Giamaria Fernandes

EVP and Head of Films and Production: Suprotim Day

Vice President: Siddharth Nair

Vice President Media Planning & Strategy: Shanu Jain

VP - Video Strategy and Production (DC and DCX): Taj Ali

Associate Vice President: Hemant Joshi

Director Brand Strategy: Chinmay Karandikar

Associate Director Media Planning and Buying: Namrata Soni

Sr. Manager Media Planning & Strategy: Unnati Mehrotra

Senior Manager - Influencer Marketing: Dilesh Chaudhary

Senior Account Director: Nayanika Prasad

Senior Account Director: Shreeya Majithia

Group Head – Account Management: Apurva Mehta

Senior Account Executive: Chaithanya Nair

Senior Strategist: Mahek Kamdar

Junior Brand Strategist: Saanya Shah

Creative Director: Vivek Unnikrishnan

Associate Creative Director: Maruthi S

Associate Creative Director: Palak Mehrotra

Group Head - Copy: Puneet Naik

Creative Supervisor - Art: Harshit Nandu

Visualizer: Rishita Nandu

Creative Producer: Chitiz Shandilya

Manager Media: Seema Adnani

Manager Media: Roshini Tuniya

Media Executive: Amit Dhoke

Production house: Kadhai films

Production house: Useful Garbage Creations