Mumbai, India – Indian cricketer Mahendra Singh Dhoni, most commonly known as MS Dhoni, partakes in a new campaign by the Indian arm of oil company Gulf Oil, which takes the ambassador in a ‘memory lane’ with his younger self.
Titled #GulfDhonixDhoni, the campaign sees Dhoni’s self back in 2005 and his current self sharing both their love for biking and the cricket sport. The campaign focuses on the blend of performance of Dhoni and Gulf Oil’s Gulf Pride oil product, drawing the consistent performance of both entities.
The campaign, made by DDB Mudra Group, was strategically released on the 10th Anniversary of India’s 2011 World Cup Victory, one of the greatest sporting moments for Indian cricket fans.
Speaking about his participation in the campaign, Dhoni stated that he is happy to be associated with a brand 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 favorite 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,” he stated.
Rahul Mathew, chief creative officer at 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.”
According to Ravi Chawla, managing director and CEO at Gulf Oil Lubricants India, their newest campaign is intended to strengthen their position as one of the well-known brands when it comes to important consumer mind measures or brand health measures.
“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,” Chawla stated.