#PickUpYourRide – Gulf Oil Rolls Out A Cool TVC With Dhoni But Goes Weak On Digital

Gulf Oil has launched #PickUpYourRide TVC with MS Dhoni and other celebrity biking enthusiasts like Gulshan Grover, Anushka Manchanda, Dino Morea and an online quiz to boost views

Gulf oil pickupyourride

Gulf Oil has rolled out a TVC featuring brand ambassador Mahendra Singh Dhoni for its motorcycle engine oil, Gulf Pride 4T Plus. Designed for maximum performance, the motorcycle oil combines superior base oil with high performance additives, to offer instant pick up at your command.

The TVC titled ‘Pick up your ride’ stars Dhoni and gang comprising of celebrities from different walks of life sharing a common love for bikes.

Conceptualized by DDB Mudra, the two-minute film starts with Dhoni riding alongside Dino Morea, followed by quite a few passionate riders like Gulshan Grover, Anushka Manchanda, Nikitin Dheer, Tigmanshu Dhulia and Harshvardhan Rane. While the gang is enjoying their ride, they hear an approaching ambulance and soon ‘pick up their ride’.

They ride ahead and get vehicles cleared off the road for the ambulance to pass by. The film is accompanied by a musical score throughout, and ends with a voice over talking about the product, while the gang powers their bikes with the engine oil.


On the digital front, the 2-minute video uploaded on the brand’s YouTube channel on May 28, has raked in more than 184K views and much appreciation.

Ad views are also being boosted with the help of a quiz based on the video. One has to watch the ad closely, answer five questions given at the company website and submit along with their name and email ID, for a chance to win brand merchandise. One can also send a personal postcard to their biker friend, along with Dhoni’s digital signature. One needs to fill in the name and complete physical address along with their postcard message.

Gulf Oil’s social media pages titled ‘Cruise Station’ are sharing the film, and also engaging hardcore bikers in conversations weaved around the campaign hashtag.

Finding ‘leads’?

The ad is brilliantly done in keeping with the essence of riding. Biking enthusiasts are sure to love the background score, the gang of passionate celebrity bikers and the spirit of riding together. The cherry on the cake is surely the gang’s response to making way for the ambulance, a road rule and also a humane thing most people tend to ignore. Along with promotions of the engine oil, it also carries the message beautifully.

The digital promotions, however, seem to be aimed at building a database of bikers. Email ids from the quiz contest and physical addresses from the postcard facility would be good fodder for the marketing teams. The social media engagement around the ad is an average one that can be boosted with fan involvement. Bikers could be invited to share stories where they powered up their ride to enhance their riding experience.