Taking forward it’s one of the oldest associations with Chennai Super Kings, Gulf Oil Lubricants India Ltd has launched a digital-first campaign titled. Dum Andar.
A musical of sorts, Dum Andar features cricket champion Bravo showing off his rapping skills yet again.
Being the champions of the last season, Chennai Super Kings (CSK) have been leading the IPL chart with 7 out of 10 wins this season. Owing to their consistent and exceptional performance, Gulf Oil from the Hinduja Group roped in MS Dhoni, Dwayne Bravo, Ravindra Jadeja, Shane Watson, Harbhajan Singh for the campaign to keep the momentum around the cricket festival going. Sans doubt, Cricket is a passion in India and Gulf OIl wanted a high energy and fun route to leverage this passion on to its products.
‘Dum Andar’ revolves around the idea of inner strength. The insight originated from the question, “What makes a champion”. The brand realized that it is inner strength that differentiates a good athlete from a champion.
Dwayne Bravo is one of the iconic Super Kings, is known for his musical abilities, with his “Champion” and “Around the World” music videos, registering over a Million views each on YouTube, soon after they were released. Gulf Oil approached Bravo to create a peppy rap song that articulated the spirit of Dum Andar along with his team-mates including MS Dhoni, who is also Gulf Oil India’s brand ambassador. The music for the song was created by using automotive sounds giving a refreshing new interpretation to the phrase ‘Driving a car powered by Gulf Lubricants makes you feel like a rock-star’.
Through the campaign the brand wants to leverage the association to showcase the Quality, Endurance and Passion that are embedded in its product range.