Cricket legend MS Dhoni takes a trip down memory lane with his younger self in Gulf Oil India’s latest spot via DDB Mudra Group India
Gulf Oil Lubricants India Ltd. has launched this #GulfDhonixDhoni campaign created by DDB Mudra Group India. The campaign features MS Dhoni in a conversation with his younger self, reminiscing through accolades and pictures of his successful journey.
While they are talking about their two passions, Cricket & Biking, the younger Dhoni is surprised to find his old bike sitting in the garage, 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, MS Dhoni on the cricket field and its product Gulf Pride engine oil off the field.
The campaign strategically released on the 10th 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 2-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.”
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.”
MS Dhoni 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.”