NEW DELHI: Gulf Oil Lubricants India has released a new campaign to celebrate the 10th anniversary of India’s World Cup triumph, featuring former Team India captain MS Dhoni. The objective of the campaign is to highlight Gulf Pride engine oil’s brand promise of “Consistent Insta Pick-up”.

The creative draws a parallel between Dhoni’s consistent performance on the field, over so many years, and the product providing consistent performance when it comes to the bike’s instant pick-up.

Gulf Oil Lubricants MD & CEO Ravi Chawla, “We know that Dhoni has been consistent not only when it comes to his cricket performance, but also when it comes to his bikes. The clutter-breaking visual hook in the TVC was to tell the story of Dhoni’s consistent performance by having Dhoni from 2005 taking advice from present-day Dhoni. He then surprises the 2005-Dhoni when he reveals that his first bike is still around and not just functions well, but has the same instant pick-up as earlier, because of Gulf Pride engine oil.”

The campaign is designed to reinstate the core messaging of Gulf Pride – that stands for instant pickup and consistent performance regardless of the circumstances.

“Unlike our previous campaigns, this was a challenge to shoot as we had to recreate MS Dhoni from 2005. While ageing a person is relatively easy, reverse-ageing a person is a technical challenge. Not only did we have to shoot Dhoni in a dual role, the visual effects team had to meticulously reverse-age him to make him look like his younger self. A lot of attention was also paid to recreate younger Dhoni’s clothing and mannerisms. Also, the script of the interview film was developed with a lot of inputs from MSD himself, as it had to be convincing as an authentic/genuine conversation with his younger self,” Chawla added.

This campaign drives home the message that not only does Gulf Pride provide instant pick-up (acceleration) it does so consistently over many thousand kms and years.