Gulf Oil, a leading lubricant brand in India, launched an upbeat animated video featuring brand ambassador and cricket super star with Mahindra Singh Dhoni emphasising positive changes evolving from the Covid-19 crisis.
Called #NewWayForward, the campaign emphasises the importance of having a positive outlook even as the world continues to combat coronavirus and seeks to offer some hope as people emerge from lockdown striving for a better tomorrow.
As Indian’s return to daily routines with social distancing the new normal, the film highlights some of the positive changes the pandemic has brought into our lives – such as prioritising health, spending more time with loved ones and being more considerate towards others and more responsible about the environment.
“In these trying times, humankind has been facing some major setbacks. With the ‘new normal’, our lives won’t be the same,” said Gulf Oil Lubricants India Ltd Managing Director Ravi Chawla. “We have to be conscious of our actions and collectively work towards crafting a better future. As a responsible brand, we urge our valued customers to stay strong and embrace these changes positively, so that we may emerge stronger than before.”
Indian cricket star wicketkeeper/batsman and former national team skipper Dhoni, who has been a brand ambassador for Gulf Oil since 2011, added: “The world is going through an unprecedented event with COVID-19. While we tackle this situation, we have had some transforming share of learnings from it. As we move ahead, we should be thoughtful about and kind to one another. The all-new norms – social distancing, and sound physical, emotional, and spiritual health, will act as the cornerstone on which we will collectively lay the bedrock for a brighter tomorrow. Maybe this is the 2020 vision, not the one we hoped for but the one we actually need.”
Outcome:
Since it was first posted on 26 May the spot has generated 9,200 views on Gulf India’s Twitter feed, plus 1,164 views on its YouTube channel, plus 17,000 likes on Instagram and 179 Facebook views.
Fairly low numbers not just for any Indian cricket related campaign but also compared to Gulf/Dhoni content amplified on the player’s own social channels (with a total of 30m folowers) such as 225,000 views generated by January 2020’s ‘GulfPowerWithin’.
Want to know what keeps me going?
Watch to see my secret mantra to get the best out of urself.
You get out what you put in. #GulfPowerWithin @GulfOilIndia pic.twitter.com/Mcsw65yeng— Mahendra Singh Dhoni (@msdhoni) January 28, 2020
Comment:
Gulf Oil’s ad spend has declined during the pandemic as demand dropped dramatically: according to Asia Sponsorship News its investment dropped from US$1.2m in Q1 2019 to just US$284,000 in Q12020.
This animated ad, complete with soft, unthreatening colour pallet, sees the brand return to advertising after going dark for a few months as it now seeks value and share in a subdued, but rebounding market.
Gulf Oil India’s association with Dhoni, sometimes referred to by the brand as ‘Captain Gulf’ and who was once even appointed its CEO for a day, began back in 2011 and the tie-up is based on the endorser’s supposed synergies with and embodiment of Gulf’s core values – quality, endurance and passion (and performance under pressure).
Gulf also sponsored a Dhoni bio-pic called ‘MS Dhoni – The Untold Story’ and its cricket partnerships also include backing the IPL’s Chennai Super Kings and Rising Pune Super Giant.
Plus, Dhoni has a passion for motorbikes and motorsports which fits with Gulf’s product range and has been used as a theme for previous campaigns such as 2015’s ‘Pick Up Your Ride’.
Links:
Gulf Oil India
https://twitter.com/gulfoilindia
https://www.instagram.com/gulfoil.india/
https://www.facebook.com/GulfOilInternationa
MS Dhoni
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