M. S. Dhoni
Gulf Oil anointed the Indian Cricket team Captain, Mahendra Singh Dhoni (MSD) as its brand ambassador in mid 2011. Interestingly, the two iconic brands also have another link – Gulf Oil is the official team partner of the MSD-led Chennai Super Kings. MSD thus became the face of Gulf Oil, the pioneers of long drain and high performance lubricants.
MSD's selection as "Captain Gulf" was a perfect match as the "Captain Cool" personifies the Gulf brand values of Care, Courage, Endurance, Inspiration and Youth. His cool demeanor, courageous decisions, enduring knocks, inspiring leadership and off-field charitable work have all contributed to his emergence as of India's favorite sports icons. And like his unwavering focus on performance, Gulf's lubricants are designed to perform under the toughest of conditions for extremely long durations.
What makes the partnership all the more interesting is MSD's passion for bikes and racing, which complements Gulf's long and famous association with motorsport, especially the 24 Hours of Le Mans – the world's oldest active endurance race.
As "Captain Gulf", MSD features in several Gulf TV commercials and point of sale communication, innovative below the line activation, retail visibility initiatives, internal communication, select high performance lubricant packs and also lends weight to Gulf's trade conclaves.
Gulf also partners the MSD Charitable Foundation to promote young talent who don't get adequate opportunities, training and infrastructure to pursue their passion to become successful sportspersons. Through this initiative, Gulf Oil will sponsor talent at the grass roots level by providing scholarships through the MSD Charitable Foundation every year.