Campaign details

Brand: Gulf Oil Lubricants
Brand owner: The Hinduja Group
Lead agency: DDB Mudra Group
Country: India
Industries: Tyres, fuel, accessories, services
Media channels: Online video, Virtual & augmented reality
Budget: Up to 500k

Executive summary

Gulf Lubricants was trailing in third position in the cluttered motorcycle oil market. Having operated in the market for years, it knew that mechanics can make or break your business. With one simple, tech-enabled intervention, Gulf Lubricants solved multiple real B2B problems. It used virtual reality as an innovative tool for salespeople, allowing for consistent messaging throughout the sales staff.

The implementation of this innovative idea showed a significant effect on the brand:

  • Mechanics made time for salespeople (the average sales time doubled for 25% of respondents).
  • Mechanics understood why the Gulf Pride 4T lubricant was superior – they experienced the product advantages first-hand, knowledge which they have been passing onto their end customers, the bikers (some 96% of respondents agreed that mechanics understood Insta-PickUp).
  • It also helped strengthen the relationship with mechanics by giving them a once-in-a-lifetime experience with their idol, cricket legend MS Dhoni (some 70% felt it was better).

Market background and objectives