IPL 2021, Gulf Oil CEO to InsideSport, “relationship with CSK and Dhoni very fruitful”: “When you are using Dhoni, bring Dhoni as he is,” is what Gulf Oil CEO Ravi Chawla says about the concept behind ‘When Dhoni meets Dhoni’ ad. Hailed as one of the most brilliant and innovative ideas in recent times, the advertisement was released on the occasion of the 10th anniversary of India’s World Cup-winning triumph. Chawla says Gulf’s “relationship with Dhoni and CSK has been very fruitful” and helped the brand grow multi-folds.
Gulf Oil’s association with cricket began in 2008, when it got into partnership with Kings XI Punjab (now Punjab Kings). However, the momentous mark of Gulf Oil’s history began in 2011 when it became the associate sponsor of the iconic IPL team, CSK. With this partnership Gulf made strong inroads in the Southern market. The same year, Dhoni who reflects our core values of quality, endurance and passion became Gulf’s brand ambassador.
“Dhoni has been with us for the last 10 years and we were into IPL (cricket). Gulf as a brand globally is into motorsports. When we have been in India for a long time, so what we thought was in motorsports you won’t get that mass appeal, hence we went for cricket in 2008. With IPL we entered in partnership with Kings XI Punjab (now Punjab Kings). Then we got into partnership with Chennai Super Kings and immediately signed Mahendra Singh Dhoni.
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“Also, we wanted to be a young brand and IPL was a young and easy to go cricket. Our association with CSK and Dhoni together has multiplied our brand in terms of awareness as a leader. He is also coincidentally a very good biker so it fits well. So, both at the category level and brand level and corporate level, he has fit in as a biker, a cricketer and a leader. His values go right across,” he told InsideSport exclusively.
“When you are using Dhoni, bring Dhoni as he is. You use him as a biker but go beyond that. Then you will see the whole thing on consistent performance, consistent insta pickup. It tallies as his consistency as a cricketer. And that is where they came up with this brilliant idea, that Dhoni of 2005 talks to the Dhoni at present. And they talk about what is been consistent in the success. So that is the meeting with the creation of the proposition we wanted to talk about,” he said.
Dhoni is probably playing his final IPL season before hanging his big gloves for good. He plays Rishabh Pant’s Delhi Capitals in the campaign opener.
IPL 2021: When is CSK vs DC match?
CSK vs DC will be held on April 10 at Wankhede Stadium, Mumbai.