Mahendra Singh Dhoni’s new promotional video for Gulf Oil sarcastically delivers a strong message to all restless people on the road who have scant respect for traffic rules and mad urge to rush ahead of the rest.
The video also drives home the message for the brand with Captain Cool’s coolness on the wheels.
Mahendra Singh Dhoni has been in various avatars for a celebrity cricketer – an iconic sportsman, a brand icon, an entrepreneur, a fitness enthusiast, a caring and loving husband and dad. His newest role now comes forth as an advocator of traffic rules and safety.
Gulf Oil Lubricants India Limited, a Hinduja Group Company, has released its new TVC featuring its long-standing brand ambassador and the former Indian cricket team skipper. The hilarious yet insightful video has been launched for its flagship product Gulf Pride 4T Plus engine oil and lubricant.
The video, also shared by Dhoni on his social media accounts, takes a sarcastic dig at the people with a psyche to always be in a hurry on the roads and disobey traffic rules and safety guidelines to just edge ahead of the others. The video mocks impatient people riding two-wheelers who jump traffic signals, ride over footpaths, ride the wrong pathway and embattle with co-travellers for that little space and sail into the no-entry zone. Some are even seen daring to challenge the traffic cops that try to stop them for breaking the traffic rules.
And then Dhoni drives home the message as how a well-kept vehicle with right engine oil can keep you ahead without being offensive on the roads.
This is what Dhoni has to say for these people: “Jaldi pahuchne ke liye log kya kuch nahi karte.” (People can go beyond any limits to reach their destination as fast as possible). He urges people to change their habits and move to Gulf Pride 4T Plus – an engine oil that gives you instant pickup and helps you move quickly after stoppages in heavy traffic.
The engine oil, it is claimed contains ‘oxihibitors’, a catch call term used for the technology used that gives instant pick up, from 0 to a soaring 60kmph in a jiffy, and keep you ahead of others. The product has been re-branded in a brand new packaging and design – Gulf Pride 4T Plus Insta-Pickup.
Dhoni has been an ambassador for the brand since 2011. The cricket icon, since then, has been promoting the use of the products that allows efficient fuel combustion and helps maintain the engine to continue with its robust performance over the years.
During the Indian Premier League 2018 season, the company leveraged its association with Dhoni’s team Chennai Super Kings, as one of its main sponsors, to bring out several brand activations for its product. The TVC featuring Mr. Pride, a mysterious, helmeted CSK Player got massive traction during the 51-day long cricket extravaganza.
In March, Dhoni was roped in as #NumberOneFan of the Manchester United fan academy, as part of a multi-rollout comprehensive campaign highlight Gulf Oil’s association with the Premier League giants as their official global retail fuel and lubricant partner.
Swashbuckling all-rounder and Mumbai Indians player Hardik Pandya was also roped in as a brand ambassador of Gulf during the same month.