Gulf Oil Lubricants India Limited (GOLIL) has unveiled its new brand positioning platform for its flagship motorcycle oil, Gulf Pride, titled ‘Kuch Behad Kar’. Featuring long-standing brand ambassador MS Dhoni, the campaign targets young Indian riders and their ambition. The initiative includes a comprehensive 360-degree campaign across various media and aims to connect with consumers on an emotional level, reinforcing the brand’s commitment to performance.
Gulf Pride Unveils Ambitious New Brand Platform
Gulf Oil Lubricants India Limited (GOLIL) today announced the launch of a significant new brand positioning platform for its flagship motorcycle oil, Gulf Pride. The platform, named ‘Kuch Behad Kar’, aims to resonate with the aspirations of India’s young riders, emphasizing ambition over engine size.
MS Dhoni Features in New Campaign
The campaign prominently features GOLIL’s long-standing brand ambassador, Indian cricket legend MS Dhoni. His journey from a small town to global success is seen as mirroring the philosophy of Gulf Pride, inspiring resilience, determination, and a performance mindset. The new platform seeks to democratize performance, extending the conversation beyond premium motorcycles to everyday commuters.
360-Degree Marketing Approach
The ‘Kuch Behad Kar’ initiative will be brought to life through a comprehensive 360-degree campaign, encompassing TV, digital, social media, retail, and on-ground activations across India. It will also extend through partnerships, including MTV Hustle Season 5, and a long-term storytelling campaign called #BehadStories, which aims to find and showcase real riders and their ambitious journeys.
Rider-Centric Philosophy
According to Ravi Chawla, Managing Director & CEO of GOLIL, the platform reflects a shift in understanding what performance means to today’s rider. “It’s no longer about engine size, but about the determination to go further, whatever machine you’re riding,” Chawla stated. Aarthy Sridhar, Chief Marketing Officer, added that the campaign captures the sentiment that “ambition outpacing resources” is key for young India, positioning Gulf Pride as a brand that supports performance without limits.
Brand and Company Overview
Gulf Oil Lubricants India Limited is part of the Hinduja Group and Gulf Oil International. The company offers a comprehensive product portfolio in automotive and industrial lubricants, with extensive distribution networks. Globally, Gulf operates in over 100 countries, offering more than 400 performance lubricants. The brand’s identity is further fortified by associations with other esteemed brand ambassadors and global sporting partnerships.
Source: BSE
