Gulf Oil Lubricants India appoints Curativity as creative partner

Gulf Oil Lubricants India Ltd has appointed Curativity Brand Solutions as its creative agency partner, following a recent pitch process. Last week, the company called for an agency pitch for its creative mandate, with agencies including Dentsu and Curativity in the fray. Curativity has now been awarded the business.

The mandate will see the agency lead brand strategy and communications, as Gulf Oil looks to recalibrate its positioning in the market.

The development is aligned with the company’s shift from a master brand approach to a category-led strategy, as it sharpens focus on building a stronger connection with consumers while consolidating its presence in the lubricants segment.

Founded by Virat Tandon and Amer Jaleel (both former leaders at MullenLowe Lintas Group), Curativity will work on positioning, creative strategy, and campaign development to shape the growth solutions for the brand.

Ravi Chawla, Managing Director and CEO, Gulf Oil Lubricants India Ltd. commented, “Gulf Oil is one of the most loved brands with a strong legacy, and we wish to scale further in the B2C space. With Curativity as the new partner, we want to bring in a meaningful distinctiveness to our communication. With the collective thinking and focus to translate business intent into compelling creative direction, we want the customers to feel closer to the brand and its promise. This partnership will help us accelerate to engage with all our stakeholders, including the large consumer base, to enhance the value proposition.”

Speaking on the same, Virat Tandon, CEO and Co-founder, Curativity said, "Gulf Oil is a legacy brand with strong equity and a clear growth agenda. Our role will be to help sharpen that ambition. The opportunity to help shape its next phase, especially as it deepens its connection with consumers, is exciting for us. We are glad that the positioning approach and the idea we pitched based on our proprietary strategy framework of “Ownable Distinctiveness” resonated with the Gulf Team. We’re looking forward to creating work that is distinctive, consistent, and effective."