Gulf Oil Lubricants India Ltd, prominent lubricant brand in India, has launched an animated video campaign with it ambassador MS Dhoni. The COVID-19 prevention measures have, however, given a twist to the campaign. The company’s brand icon is represented by an animated character with the message #NewWayForward, emphasising the significance of having a positive outlook when we are all set to return to our daily routine post-lockdown.
The video focuses on the positive changes the pandemic will bring in our lives after the lockdown. It is a sensitive iteration of elemental and relevant actions that each one of us needs to remember going forward. Through this video, Gulf Oil and ‘Captain Cool’ MS Dhoni aim to restore hope in people readying to journey towards a better tomorrow.
Ravi Chawla, Managing Director, Gulf Oil Lubricants India Ltd., said, “In these trying times, humankind has been facing some major setbacks. With the ‘new normal’, our lives won’t be the same. 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.”
Commenting on the video, MS Dhoni, Brand Ambassador – Gulf Oil, said, “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.”
Chockalingam S, Creative Head, OPN Advertising, said, “The idea for the film came from a meeting while we were discussing the way forward with the Gulf team and Mr. Ravi Chawla said “This crisis is an opportunity for us to strive better, and that essentially sets the tone for the film”. The film represents Gulf Oil’s spirit of being mindful, optimistic, and progressive, and stars the brand ambassador for more than 10 years now – MS Dhoni. He has the ideal personality to spread positivity in these tough times.”
The campaign invokes optimism even as the world continues to combat COVID-19, compelled to be away from family and friends, and waiting for life to go back towards normalisation. However, the definition of normal has changed. A world with social distancing as the new norm, prioritizing our health over everything, spending time with loved ones, being considerate towards others and being mindful of collective responsibility towards the environment, are what defines the new normal.