Gulf Oil and its brand ambassador MS Dhoni has attempted to create awareness on road safety as major fatalities happen today due to basic flouting of regulations. Most of the time, people break traffic rules to reach their destination faster.
Gulf Pride 4T Plus has addressed this issue in its latest 360-degree campaign featuring Dhoni. The campaign showcases how Gulf Pride 4T Plus resolves this tension of reaching the destination faster by providing instant pick-up that helps one always stay ahead. Staying true to Gulf Oil’s ethos, the campaign delivers an underlying social message of road safety.
This campaign is set to be aired on multidisciplinary channels, including online, all the GECs, news, music channels, extending to movie halls activations.
Ravi Chawla, Managing Director, Gulf Oil Lubricants Ltd., said, “When we ideated on the new campaign for Gulf Pride 4T plus, this time around, the need was to sharply focus and establish the brand proposition of Insta Pick-up while owning an everyday narrative that is extremely relatable to our consumers. Staying true to our ethos, it was important for us to also deliver an underlying social message on road safety. The challenge was to show everyday situations while keeping the brand messaging intact and I am glad that the new campaign resonates the same messaging.”
The narrative of the campaign is simple, light-hearted, yet highly engaging. The ad highlights the quirky yet annoying road habits that riders often indulge in to reach their destinations faster. Dhoni plays the role of the ‘ideal rider’, who is calm and composed on the road, much like his persona on the pitch. With his road etiquette, he is bound to influence young and passionate riders. Supporting him on the road is Gulf Pride 4T plus that helps his bike accelerate faster.
Ashish Pathak, Executive Creative Director, DDB Mudra Group, said, “The biggest challenge while making this one was to not come across as confrontational. So we relied on humour by picking the quirky ways in which people break traffic rules. We felt that a message this serious would be best acknowledged, if delivered in a lighter, memorable manner."
The campaign is aimed at enhancing brand familiarity leading to strong brand affinity for Gulf Pride 4T plus among bikers, and to educate the prospective buyers on the benefits.
Creative Agency: DDB Mudra
Execution Agency: Early Man Films