GS Caltex India unveils campaign with Shikhar Dhawan

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GS Caltex India, a 100% owned subsidiary of GS Caltex Corporation, South Korea, has launched their new campaign with Team India opener Shikhar Dhawan.

The first of its kind campaign, released in collaboration with More Marketing services, aims at showcasing the GS Caltex range of premium lubricants developed for the current generation of smart vehicles. The campaign also aims at establishing their brand slogan of Smart technology for Smart performance.

The media campaign designed by More Marketing has been crafted for widespread outreach across digital and social media platforms with a range of ATL & BTL activations planned over a period of 3 months.

Speaking about the idea behind the ad film, Mr. K Madhu Mohan, GM-Marketing, GS Caltex India Pvt. Ltd. said “Our brief to the agency was to create a campaign that combines the brand values of Shikhar Dhawan with that of GS Caltex India and enhance the perception of our products in the minds of our customers and partners. In India, people are very passionate about cricket and Shikhar is an energetic and consistent player and his success as a cricketer mirrors the quality of our performance-oriented product offerings. We wanted high energy to leverage this passion on to our products and we found a perfect match in more ways than one, especially since both Shikhar and GS Caltex are Smart Performers and setting new benchmark in their respective fields. The campaign will have a long-lasting impact on our customers.”

Speaking about the media campaign, Parag More, Director of More Marketing said “Our objective was to create something which is unique to the category. The idea was to rope in a brand ambassador who resonates ‘understated Smartness’ and Shikhar Dhawan was the perfect fit. The current campaign is just the first step of this journey and there are exciting times ahead for GS Caltex.”

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