One of the renowned lubricant manufacturing and marketing companies in India, Gulf Oil Lubricants has unveiled a new campaign, “Gulf Unstoppable Army,” in partnership with Chennai Super Kings (CSK).
This time, Gulf Oil has made a revolutionary decision not to include CSK players in its advertising this season. Instead, the company has released an announcer film, that features various CSK players, such as MS Dhoni, Deepak Chahar, Mukesh Choudhary, and more, on digital platforms to promote this new strategy, allowing the defending champions’ devoted fan base to make the advertisement, giving the players more time to practice and compete for their sixth title.
The advertising effort was launched with a revealing behind-the-scenes film that provided insight into this new strategy.
Ravi Chawla, MD & CEO of Gulf Oil Lubricants India Ltd., revealed a distinct goal centred on allowing players the freedom they require to excel. “This season, Gulf is giving you the gift of time,” he said, emphasising the significance of its complete focus on the game.
In the video, the CEO of CSK, Kashi Viswanath, emphasises the importance of this choice, giving the athletes a chance to hone their abilities. The ad ends with a call to action for viewers, asking them to make their own Gulf advertisements to join the #GulfUnstoppableArmy and show their support for the team and the company.
Ravi Chawla, MD & CEO of Gulf Oil Lubricants India, commented, “This year, we are taking a fresh approach by celebrating the true spirit of cricket and its passionate fans. The Gulf Unstoppable Army campaign is a tribute to the unwavering support and passion of the CSK fan base. We believe that by giving our beloved CSK players the gift of time, we are not only supporting their quest for another title but also engaging the fans in an unprecedented way, making them an integral part of our journey.”
Ajeet Shukla, Group Executive Creative Director, Dentsu Creative West, said, “The T20 season is that challenging phase of advertising where you’ll have to & must do something disruptive and good to get noticed. That’s what our attempt has been this time with the idea of not using CSK players for Gulf Ads. Instead giving back the time to practice and hopefully emerge as Champions for the 6th time. Now you must be wondering who’ll be making ads for us. Fans will. Something super interesting is coming soon.”
The Gulf Unstoppable Army campaign is a one-of-a-kind project that develops a stronger bond between the brand, its supporters, and the squad. Using digital platforms for the campaign’s debut and subsequent fan-generated content, Gulf hopes to create a unified and compelling story that honours the spirit of cricket and its supporters. While predominantly digital, the campaign will also include television and outdoor advertising to ensure global visibility and participation.