Gulf Pride 4T Plus: Bridging the gulf between the oil and the rider

Mou Roy, Ankur Kapoor

Gulf Oil used a TV and digital campaign starring cricketing star and motorbike fan MS Dhoni to build brand awareness in the motorcycle lubricant market in India.

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...

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