Gulf Oil Lubricants India Ltd has refreshed its flagship two-wheeler engine oil, Gulf Pride, with an upgraded formula and a brand-new look. To support the relaunch, the company has launched a 360-degree marketing campaign featuring brand ambassador MS Dhoni. The updated engine oil now meets the latest API SP standards and promises up to 10,000 km drain interval, 40% improved engine protection, and quicker throttle response — making it one of the most advanced offerings in Gulf’s product lineup.
The campaign brings out the emotional connection between bikers and their motorcycles, with the message “Bike se pyaarrahegahamesha, nayejaisa.” It presents the engine oil not just as a product, but as a way to keep your bike feeling new — from smooth engine performance to quick pickup. Gulf Pride is being positioned as the go-to choice for riders who value reliability and want their bike to perform like it did on day one.
The television commercial, directed by filmmaker Punit Malhotra and produced by Dharma 2.0, showcases MS Dhoni in a unique romantic role, drawing a parallel between his passion for motorcycles and the deep bond riders share with their bikes. The film uses this narrative to underline the benefits of the new Gulf Pride formula.
Sharing his thoughts, MS Dhoni said, “My connection with Gulf Oil goes back many years. As a rider myself, I understand how much it means to have a bike that runs smoothly every time. Gulf Pride helps keep the engine clean, the pickup sharp, and the performance steady — which is exactly what you want in a bike that feels like a companion.”
Ravi Chawla, Managing Director and CEO of Gulf Oil Lubricants India Ltd, added, “Our consumers and their relationship with their motorcycles are at the core of everything we do. With the new Gulf Pride, we’re building on our long-standing promise of high performance and trust. The campaign celebrates this rider-bike bond and highlights how innovation and emotion can come together to build a lasting brand connection. MS Dhoni perfectly captures that message.”
The campaign will be rolled out across TV, digital platforms, and retail touchpoints. Gulf is also engaging with mechanics and trade partners through outreach programs to boost visibility in key markets.
Gulf Pride has long been a favorite among Indian bikers. Now, with its updated formula and new design, it offers improved engine life, better protection, and strong, lasting performance that makes each ride feel fresh. The new packaging reflects both modern design and the brand’s ongoing push for innovation.
Gulf Oil’s partnership with MS Dhoni spans over a decade, helping the brand create a strong presence in the market. Known for bold campaigns and high-performance products, Gulf continues to focus on staying ahead through innovation, strong consumer connections, and creative storytelling.
