Dhoni to endorse Gulf Lubricants

By afaqs! news bureau , afaqs!, Mumbai | In Marketing | September 14, 2011
Two TVCs featuring Dhoni and the team members of the IPL team Chennai Super Kings, will be shortly on air.

Gulf Oil Corporation has signed cricketer Mahendra Singh Dhoni as the brand ambassador for its lubricant brand Gulf. Dhoni will represent Gulf in India as well as in some of Gulf Oils' markets worldwide.

Gulf also happens to be the official team partner of the Dhoni-led IPL (Indian Premier League) team, Chennai Super Kings (CSK). Two TV commercials featuring CSK will be shortly on air. The TVCs will spearhead a multi-media campaign planned for various segments and geographies, to amplify Gulf's brand salience, and to meet its ambitious growth plans in the domestic market.

Ravi Chawla, president, lubricants, Gulf Oil Corporation, says, "It is a perfect match. Dhoni personifies the Gulf brand values of endurance, inspiration, care, courage and youth. He is a consistent performer in all conditions and passionately believes in teamwork. Similarly, Gulf Lubricants are tested and proven to perform under the toughest of conditions for extremely long durations, as demonstrated through our products in the diesel and motorcycle lubricant segments.

Chawla adds that the brand will benefit from Dhoni's tremendous credibility across various demographics and geographies. "We are naturally excited to have him as the face of the brand, as he is a youth icon -- confident, result-oriented, and in tune with the times," he adds.

The company claims that Gulf's long association with motorsports, especially in the Le Mans 24 hours endurance race, along with Aston Martin Racing, was another reason that excited Dhoni, known for his passion for cars and bikes, to get associated with the Gulf brand.

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