MUMBAI: Gulf Oil Lubricants India Ltd, part of the Hinduja Group has launched its ‘Dum Andar’ campaign featuring players from the Chennai Super Kings (CSK) team of the ongoing IPL season. It is a digital-first campaign, which revolves around the idea of inner strength.

The insight originated from the question, “What makes a champion”. The brand realised that it is inner strength that differentiates a good athlete from a champion. Once the insight was identified, the marrying of the thought to the creative execution was seamless.

“Our brief to the agency was to create a campaign that combines the brand values of CSK with that of Gulf Oil and enhance the perception of our products in the minds of our customers and partners. Cricket is a passion in India and we wanted a high energy and fun route to leverage this passion on to our products, which will have a long-lasting impact on our customers” said Gulf Oil India strategic brand and marketing officer Anuradha Bose.

Gulf Oil approached Dwayne Bravo to create a peppy rap song that articulated the spirit of ‘Dum Andar’ along with his team-mates Ravindra Jadeja, Shane Watson, Harbhajan Singh, and Captain Cool MS Dhoni, who is also Gulf Oil India’s brand ambassador.

The music for the song was created by using automotive sounds giving a refreshing new interpretation to the phrase ‘Driving a car powered by Gulf Lubricants makes you feel like a rock-star’.

Through the ‘Dum Andar’ campaign, the brand wants to leverage the association to showcase the quality, endurance, and passion that are embedded in its product range.