Gulf Oil merges the passion of cricket and cinema in new ad, Marketing & Advertising News, ET BrandEquity

A still from the adGulf Oil Lubricants India has announced the launch of its new campaign. In this move, Gulf is unveiling an ad film that breaks traditional advertising norms by embracing a full-fledged movie format.

The campaign, centered on the theme “Har Kadam Berok” – stars Gulf’s brand ambassador MS Dhoni, alongside cricketer Hardik Pandya and Smriti Mandhana.

The ad film, aptly titled “The Unstoppables”—treated and promoted like a Bollywood blockbuster—features everything from theatrical release to music launch, teasers, and a grand premiere. Gulf’s approach merges the passion of India’s fandoms—cricket and Bollywood—offering fans a cinematic experience that reflects the unstoppable energy embodied by its ambassadors.

With MS Dhoni, Hardik Pandya, and Smriti Mandhana in leading roles, Gulf is bringing the glamour, action, and drama of the silver screen into its ad campaign.

Commenting on this novel approach, Ravi Chawla, managing director and chief executive officer of Gulf Oil Lubricants India, said, “This time, the idea was to take it a step further by bringing all three of our ambassadors—Dhoni, Hardik, and Smriti—together for a campaign that reflects their unstoppable spirit, much like our products. Their synergy on screen embodies the unstoppable energy that Gulf stands for. This campaign is rooted in our brand ethos, ‘Together, we’re unstoppable,’ and we wanted to do something different with our three superstars. What better way to do that than through the format of a Bollywood movie?”

“This campaign is a bold step in redefining advertising in our industry, and by creating an ad that feels like a movie, we aim to capture the imagination of our audience and truly reflect the values of our brand and our growing nation,” he added.

The campaign captures the fandom of cricket and movies, leveraging the deep emotional connection Gulf has cultivated with its consumers. With cinematic storytelling, “The Unstoppables” ad brings together these cricketing stars in an action-packed narrative that highlights Gulf’s high-performance products. Dhoni, making his debut in this movie-style ad, plays a lead role alongside Mandhana and Pandya, blending elements of stardom, drama and action with Gulf’s commitment to innovation and customer engagement.

Amit Wadhwa, chief executive officer of Dentsu Creative, the agency behind the campaign, shared insights into the creative vision, “Our goal was to create a disruptive and memorable advertising experience. We took inspiration from Bollywood and brought cinematic storytelling into this ad film. The result is something we believe will resonate deeply with the audience. By blending Gulf’s powerful brand narrative with the excitement of a short action film, we’ve created an ad campaign that not only captures attention but also leaves a lasting impact.”

The “The Unstoppables” campaign will be rolled out on ground at Retail stores and across multiple platforms, including Print, TV, Cinema, OOH, and Digital (Facebook, Instagram, YouTube, Bookmyshow, Spotify etc.).

Watch the video here:

​​​The campaign ‘Mitaye Faasle’ talks about how Tata Capital can help customers achieve their goals by being the financial enabler and bridging the gap between their efforts and their aspirations, the company stated in a press release.

The campaign film has been conceptualised and produced by Tilt Brand Solutions and Studio Q.

• Published On Sep 30, 2024 at 05:10 PM IST

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