MSD endorses new ‘power’ feature for Gulf Pride 4T Plus

03 Jun,2015

By A Correspondent


Gulf Oil, a Hinduja Group company has released a TV commercial featuring brand ambassador Mahendra Singh Dhoni for their motorcycle engine oil - Gulf Pride 4T Plus. The company intends to gain market share in the motorcycle engine oil segment by re-positioning their product offering. The tweaking of brand position has been an outcome of consumer insights gained through extensive research conducted by IMRB for Gulf Oil.


For 2-wheeler respondents surveyed ‘performance’ is an attribute they sought for most. A measure of performance in biker’s mind is the ability of vehicle to gain instant acceleration when he/she needs it, commonly referred as instant pick up. Gulf Oil has incorporated this fresh insight into their new campaign, currently on TV as well as digital platforms.


The new TVC focuses on the more relevant proposition of ‘power when you need it’. The new product proposition talks about life boosting Oxy-bitors that keeps engine clean and controls oil thickening and that facilitates faster pick-up and sustained power through the oil life. While the brand continues to retain its long drain prowess the main communication will hence forth be on the lines of “Insta Pick-Up”.


Managing Director Ravi Chawla, Gulf Oil Lubricants, commented, “We are the fastest growing major lubricants brand in terms of volume. We are also constantly innovating with new product technologies and communication strategies. In the new TVC we have put our consumers at the heart of the communication ensuring that their desire of performance via Pick-Up is delivered through superior quality products”


The TVC revolves around influential personalities from different walks of life coming together through their burning passion for bikes. Brand ambassador Mahendra Singh Dhoni is seen in a rugged biker avatar which will certainly delight his fans. The brand message of ‘Insta-Pick-Up’ rendered via the line ‘Pick-Up Your Ride’ is aimed at creating resonance and acceptance with the young and enthusiastic youth.


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