Gulf Oil Lubricants India Limited (GOLIL), one of India’s leading lubricant companies, has unveiled ‘Kuch Behad Kar’, a new brand positioning platform for its flagship motorcycle oil brand Gulf Pride, featuring long-standing brand ambassador and cricket icon MS Dhoni. The campaign seeks to celebrate the ambition of everyday Indian riders who continue to push beyond conventional limits, regardless of the motorcycle they own or the resources available to them.
Across India, two-wheelers play an important role in everyday life, supporting commuters, entrepreneurs, small businesses and families. Riders regularly navigate demanding traffic conditions, challenging rural roads, heavy loads and long journeys, often using motorcycles with modest engine capacities. Gulf Pride’s new platform is built around the belief that ambition is not determined by engine size and that riders should have access to performance-oriented engine oil capable of supporting their aspirations.
Formulated with Oxybitor technology, Gulf Pride is engineered to provide enhanced pick-up and engine performance. The new positioning extends the product proposition into a broader cultural narrative around ambition, resilience and the determination to go further. The ‘Kuch Behad Kar’ campaign will be activated through television, digital and social media, retail initiatives and on-ground activities across India.
The platform will also include a partnership with MTV Hustle Season 5, reflecting Gulf Pride’s belief that talent and ambition should have the opportunity to be recognised irrespective of background or pedigree. The brand plans to further expand the initiative through #BehadStories, a long-term storytelling programme and nationwide search for real riders, dreamers and achievers whose journeys represent the spirit of limitless ambition.
Ravi Chawla, Managing Director and CEO, Gulf Oil Lubricants India Limited, said Gulf Pride has traditionally been associated with performance, but the meaning of performance is evolving for today’s rider. According to the company, ‘Kuch Behad Kar’ represents a shift towards recognising determination and ambition rather than focusing solely on motorcycle engine capacity.
Aarthy Sridhar, Chief Marketing Officer, Gulf Oil Lubricants India Limited, said the campaign aims to place cultural relevance at the centre of the brand’s communication by reflecting the aspirations and realities of young India. The platform seeks to make performance more accessible by bringing a proposition traditionally associated with premium, high-capacity motorcycles to everyday commuters.
Conceptualised and directed by Curativity, ‘Kuch Behad Kar’ marks a new phase in Gulf Pride’s brand strategy. GOLIL, part of the Hinduja Group and Gulf Oil International, offers automotive and industrial lubricants through an extensive pan-India distribution network, partnerships with more than 50 OEMs and relationships with over 1,000 industrial, infrastructure and institutional customers. The company also exports to more than 25 countries and operates across adjacent mobility and automotive product categories.
