Gulf Oil Lubricants leverage IPL with Chennai Super Kings film

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Gulf Oil Lubricants India Limited, a Hinduja Group Company, has announced the launch of its brand film highlighting the company’s long-standing partnership with Indian Premier League giants Chennai Super Kings. Gulf Oil, the principal sponsor of CSK, is the only company that has carried forward its association with the team after its return from a two-year hiatus.

The brand video’s central protagonist Mr. Pride, a mysterious, helmeted CSK Player, personifies Gulf Oil’s brand values of quality, endurance, and passion. Mr. Pride’s true identity has been the talk of social media.

Named after Gulf Oil’s flagship two-wheeler engine oil, Gulf Pride 4T Plus, Mr. Pride is an embodiment of the company’s cutting-edge products that have set a benchmark for the lubricants industry in India. Similar to Mr. Pride, who embodies personality traits of being faster, stronger and more powerful than any other CSK player, Gulf Pride 4T Plus is known for its ‘Insta Pick Up’ feature that enables bike riders to achieve the maximum out of their vehicles & stay ahead of the race.

“Gulf Oil’s successful association with Chennai Super Kings has enabled the brand to find a great connect with the fans and consumers alike. We launched Gulf Pride 4T Plus in its new packaging with the CSK Players, including MS Dhoni, Gulf Oil’s Brand Ambassador, on 30th March 2018. Since then, Mr.Pride has been a perfect human embodiment of Gulf Pride 4T Plus that has created both excitement and understanding of the product’s Value proposition in the hearts of CSK fans,” said Mr. Ravi Chawla, Managing Director, Gulf Oil Lubricants India Limited.

The ‘Who is Mr. Pride’ question has burnt the social media charts, making Gulf Oil the most talked about brand in this season of the IPL. The company has featured repeatedly among the top ten brands on Twitter through the course of the IPL. In fact, #IdhuNammaPride, which denotes “This is my Pride”, has become the most used hashtag by CSK fans after #WhistlePodu.

As a part of an innovative unveiling strategy, the company released a series of three teasers in which Mr. Pride is shown interacting with MS Dhoni, Harbhajan Singh, Dwayne Bravo and other CSK players. In every teaser, Mr. Pride expresses his superiority and the players’ conversations add to the mystery around his identity.

At the end of every commercial Dhoni signs off with, ‘Idhu Namma Pride’, capturing the tagline of the campaign. The final reveal, currently trending on Twitter, showcases Mr. Pride along with CSK captain MS Dhoni, Gulf Oil’s Brand Ambassador and an avid bike lover, Gulf Pride 4T Plus in his own bike to race ahead while leaving all the other CSK fans bewildered on Who Mr. Pride is.