MS Dhoni Champions Rider-Bike Bond in Gulf Pride's New Campaign
Gulf Oil Lubricants India has launched a new 360-degree campaign for its flagship two-wheeler engine oil, Gulf Pride, spotlighting a refreshed product and a renewed emotional narrative. The campaign stars brand ambassador MS Dhoni, bringing to life the deep bond between bikers and their machines.
A Relaunch That Blends Performance with Emotion
The latest version of Gulf Pride comes with an upgraded formulation that meets API SP specifications, promising 10,000 km drain intervals, 40% better engine protection, and enhanced pick-up. It’s one of Gulf’s most advanced offerings to date, positioned for bikers who want long-term performance and reliability.
To amplify the relaunch, Gulf rolled out a campaign with the message:
“Bike se pyaar rahega hamesha, naye jaisa.”
The Film: A Personal Reflection by MS Dhoni
Directed by filmmaker Punit Malhotra and produced by Dharma 2.0, the film captures MS Dhoni’s love for bikes and the emotional bond riders share with their two-wheelers. It’s not just about engine oil—it’s about preserving the feeling of a “new bike” ride, every time.
In his words, Dhoni shared:
“As a biker, I understand how vital it is to trust your ride. Gulf Pride keeps the engine smooth and responsive, helping your bike feel like new. The campaign reflects that enduring connection perfectly.”
A Campaign That Speaks to Rider Hearts
Ravi Chawla, MD & CEO of Gulf Oil Lubricants India, emphasized the customer-first approach:
“Our consumers are deeply connected to their motorcycles. With the new Gulf Pride, we’re not only offering performance but also honoring that relationship. Through innovation and emotional storytelling, this campaign deepens our brand’s promise.”
360-Degree Rollout Across Key Markets
The campaign will be visible across TV, digital platforms, and retail spaces. Gulf is also activating below-the-line (BTL) outreach, including trade programs and mechanic engagement initiatives in strategic markets.
By aligning the technical excellence of Gulf Pride with Dhoni’s genuine biker identity, the campaign aims to strengthen emotional resonance while expanding brand reach.
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