Gulf Oil Lubricants India Limited, a prominent name in the Indian lubricants sector, has announced a major relaunch of its flagship two-wheeler engine oil, Gulf Pride, with a fresh 360-degree campaign starring brand ambassador MS Dhoni. The product upgrade introduces a bold new packaging and a cutting-edge formulation that meets the latest API SP specifications.
With the promise of up to 10,000 km drain intervals, 40% improved engine protection, and enhanced pickup, the relaunch positions Gulf Pride as one of the brand’s most advanced offerings to date. Designed for riders seeking consistent, high-performance engine reliability, Gulf Pride aims to become the go-to choice for everyday bikers and enthusiasts alike.
At the heart of the campaign is a sentimental narrative exploring the timeless love between bikers and their motorcycles. Featuring MS Dhoni in a unique romantic avatar, the TV commercial showcases the emotional essence of riding, set against a nostalgic backdrop that resonates with bikers of all generations.
Conceptualised as a love story, the advert is directed by noted Bollywood filmmaker Punit Malhotra and produced by Dharma 2.0. It captures Dhoni’s genuine passion for motorcycles, drawing parallels with the bond riders share with their first bikes.
Speaking about the campaign, MS Dhoni shared, "My association with Gulf Oil has been a long and special one. As a biker, I know how important it is for riders to have a machine they can rely on, that performs like new, ride after ride. Gulf Pride plays a vital role in keeping the engine smooth, the pickup strong, and extends the bike’s life—exactly what you need for a machine that becomes a trusted companion over time. The campaign beautifully essays this bond."
Mr. Ravi Chawla, MD & CEO, Gulf Oil Lubricants India Limited, stated, “At Gulf, our consumers are at the heart of everything we do. Their evolving needs and bond with their motorcycles drive us to innovate continually. With the all-new Gulf Pride, we are reinforcing a trusted legacy of superior performance and unwavering reliability that bikers have come to love, reaffirming our commitment to cutting-edge engine oil solutions. This campaign celebrates the enduring rider-machine connection, perfectly embodied by MS Dhoni. By blending nostalgia, innovation, and MS Dhoni’s deep connection with motorcycles, we have tried to create a powerful narrative and a strategic campaign that strengthens our brand’s promise while deepening consumer engagement across touchpoints.”
The integrated campaign will span across television, digital platforms, retail activations, and on-ground engagement through trade programmes and mechanic outreach. Gulf aims to maximise visibility and consumer interaction across urban and rural markets alike.
With its long-standing heritage and commitment to innovation, Gulf Oil continues to cement its position as a trusted brand for bikers across India. The revamped Gulf Pride not only reaffirms this legacy but also speaks directly to the hearts of motorcycle lovers with a fresh look and powerful new performance features.
