Mumbai: Gulf Oil Lubricants India Limited, a lubricant manufacturer, has unveiled a brand-new 360-degree campaign for its flagship two-wheeler engine oil, Gulf Pride. This relaunch not only showcases a refreshed visual identity but also introduces a technologically advanced formulation—upgraded to the latest API SP standards with promises of up to 10,000 km drain interval, 40% improved engine protection, and insta pick-up.
The campaign features none other than MS Dhoni, Gulf Oil’s long-standing brand ambassador and an avid biker himself. Conceptualized as a love story between a rider and their motorcycle, the campaign taps into the nostalgia and emotional attachment bikers have with their first ride. The central message—“Bike se pyaar rahega hamesha, naye jaisa”—repositions Gulf Pride as the engine oil that keeps bikes feeling and performing like new.
Bringing cinematic flair to the narrative, the TVC has been directed by Bollywood filmmaker Punit Malhotra and produced by Dharma 2.0, presenting Dhoni in a never-seen-before romantic biker avatar. The campaign masterfully captures the timeless bond between a rider and their machine, showcasing how Gulf Pride keeps that connection alive through smooth performance and unwavering reliability.
“My association with Gulf Oil has been a long and special one. As a biker, I know how important it is for riders to have a machine they can rely on, that performs like new, ride after ride. Gulf Pride plays a vital role in keeping the engine smooth, the pickup strong, and extends the bike’s life—exactly what you need for a machine that becomes a trusted companion over time. The campaign beautifully essays this bond,” said MS Dhoni.
Ravi Chawla, MD & CEO, Gulf Oil Lubricants India Limited, added, “At Gulf, our consumers are at the heart of everything we do. Their evolving needs and bond with their motorcycles drive us to innovate continually. With the all-new Gulf Pride, we are reinforcing a trusted legacy of superior performance and unwavering reliability that bikers have come to love, reaffirming our commitment to cutting-edge engine oil solutions. This campaign celebrates the enduring rider-machine connection, perfectly embodied by MS Dhoni. By blending nostalgia, innovation, and MS Dhoni’s deep connection with motorcycles, we have tried to create a powerful narrative and a strategic campaign that strengthens our brand’s promise while deepening consumer engagement across touchpoints.”
The campaign will roll out across TV, digital platforms, and retail touchpoints, with BTL activations, trade engagement programs, and mechanic outreach to maximize visibility and resonance across Gulf’s core markets.
A mainstay in Indian garages for years, Gulf Pride now delivers even more with its revamped formulation—ensuring improved protection, extended engine life, and that unmistakable, first-ride pickup sensation. The updated packaging reflects the product’s renewed energy, aligning with Gulf Oil’s commitment to performance, innovation, and design.
