Campaign details
Brand: Gulf Pride 4T PlusBrand owner: Gulf OilLead agency: DDB Mudra GroupCountry: IndiaIndustries: Tyres, fuel, accessories, servicesMedia channels: Content marketing, Online video, Social media, Television, Websites & micrositesBudget: 1 - 3 million
Executive summary
How do you create saliency for a brand that operates in a low-involvement category? And how do you do this especially when the market-leader has a head start of about 20 years of marketing efforts?
The two-wheeler lubricant category had tried to create relevance by differentiating on product functionality, which had resulted...