Gulf Oil’s #CheerWithPride World Cup campaign concludes

The 360-degree campaign, celebrating cricket fans and their cheering spirit, witnessed a reach of over 3 million

e4m by exchange4media Staff
Updated: Jul 25, 2019 2:46 PM
Gulf

Gulf Oil Lubricants India Ltd., has announced the successful conclusion of their 360-degree campaign #CheerwithPride for the World Cup 2019 in association with Mastra Media.

As an extension of the existing campaign, Gulf Oil collaborated with The Times of India, through which the brand leveraged Mr Pride-a helmet-clad, super-human mascot, who is a metaphor for the superior performance of Gulf Oil’s motorcycle oil product range.

This campaign was an extension of Gulf Oil’s #cheerwithpride campaign ahead of the World Cup, where customers got a chance to see India play in the World Cup.

In partnership with the Times of India, Gulf Oil created a series of nine articles which appeared in the sports pages of all 52 editions. Mr. Pride, the mascot, donned the hat of India’s cheering coach for this occasion and gave his take on various aspects of performance – both by players and fans- across India’s matches.

The articles touched upon fan camaraderie, Team India’s performances, ‘cheering not jeering’ and above all celebrating Team India’s Journey in the World Cup 2019.

Anuradha Bose, Strategic Brand and Marketing Officer, Gulf Oil, said, “Mr. Pride is the mascot for our motor cycle oils, which keep the bikes going in tough terrains and tougher traffic on Indian roads. We tried to replicate this sportsmanship and resilient quality in our campaign by making Mr. Pride ‘the face of the Indian fan’ - the Cheer-Coach. Irrespective of the conditions on the pitch, be it a success, failure or tough umpiring decisions – Mr.Pride continued to cheer the team and encouraged fans to be supportive. We believe this campaign brought to life the qualities of our Pride engine oils which deliver and keep the vehicle going forward in all circumstances.”

The first leg of the #CheerwithPride campaign encompassed dual-layer viewer engagement, through an interactive #CheerWithPride contest sending fans to England to watch the World Cup, based on their most catchy and innovative slogans featuring Mr. Pride.

The second was a social-influencer-based campaign featuring celebrities like Shibani Dandekar, Karishma Sharma, Dhvani Bhansushali, Arrushi Handa and Shruthi Sinha. With followers latching onto this digital engagement exercise, Mr. Pride made a long-lasting impression.

Gulf Oil’s internal research findings indicate that this 8-week long campaign worked phenomenally for the brand, which saw a complete spike in overall sales and awareness amongst readers.

The strength of the campaign is seen in the cumulative reach of more than 3 million and the high levels of engagement that customers had with the content.

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