Gulf Oil Lubricants India Limited launched a new brand positioning platform, 'Kuch Behad Kar', for its flagship motorcycle oil brand, Gulf Pride, on September 1, 2026. The campaign features long-standing brand ambassador MS Dhoni and aims to connect with young Indian riders by emphasizing ambition over engine capacity.

Campaign Strategy

The platform is built on the insight that ambition is not defined by resources, captured in the tagline "Sapna CC dekh kar nahi aata." This sentiment targets a generation of riders who push their machines beyond design limits, whether navigating traffic or carrying loads on lower-cc motorcycles. The campaign positions Gulf Pride as an engine oil engineered with Oxybitor technology to deliver superior pick-up and performance for these demanding use cases.

Marketing Execution

The 'Kuch Behad Kar' initiative spans TV, digital, social, retail, and on-ground activations across India. Key components include:

• Partnership with MTV Hustle Season 5 to reflect the belief that talent needs a stage rather than pedigree.
• Launch of #BehadStories, a digital storytelling campaign seeking real riders whose journeys embody limitless ambition.
• Integration of MS Dhoni’s journey from a small town to global sporting success as a mirror to the brand’s philosophy of resilience and determination.

Ravi Chawla, Managing Director & CEO of Gulf Oil Lubricants India Limited , stated that the platform sharpens the brand’s belief that every rider deserves engine oil built for their ambition, not just their engine capacity. He described this as central to the next phase of growth for Gulf Pride in India.

Aarthy Sridhar, Chief Marketing Officer, noted that cultural positioning is critical in showing up in real conversations. She emphasized the goal of democratizing performance by bringing a conversation once reserved for high-CC premium motorcycles to the everyday commuter.

Company Background

Gulf Oil Lubricants India Limited, part of the Hinduja Group and Gulf Oil International, operates extensive pan-India distribution networks for B2C and B2B segments. The company holds tie-ups with over 50 OEMs and serves more than 1,000 industrial, infrastructure, and institutional clients. It also exports to over 25 countries and maintains manufacturing facilities in Silvassa and Ennore, Chennai.

Gulf Oil Lubricants plans to invest ₹50 crore to double the DC fast charger production capacity at Tirex's Ahmedabad facility to 3,000 units, according to a newspaper report.

Investment overview

The planned investment targets a significant scale-up of Tirex's manufacturing operations in Ahmedabad. The capacity expansion would take the facility's DC fast charger output to 3,000 units, representing a doubling of the current production capacity.

Key details of the expansion

The move underscores Gulf Oil Lubricants' focus on strengthening its presence in the electric vehicle charging infrastructure segment through Tirex.