Curativity Brand Solutions has been appointed as the creative agency partner for Gulf Oil Lubricants India. 

As per the mandate, Curativity will spearhead the brand’s creative strategy.

The mandate comes as a part of Gulf Oil's transition from a master brand approach to a category-led positioning. This shift is part of the company’s broader plan to strengthen its position as a credible challenger brand and consolidate its standing as a leading player in the private lubricants segment.

Ravi Chawla, managing director and CEO, Gulf Oil Lubricants India, said, “Gulf Oil is one of the most loved brands with a strong legacy, and we wish to scale further in the B2C space. With Curativity as the new partner, we want to bring in a meaningful distinctiveness to our communication. With the collective thinking and focus to translate business intent into compelling creative direction, we want the customers to feel closer to the brand and its promise. This partnership will help us accelerate to engage with all our stakeholders, including the large consumer base, to enhance the value proposition.”

Virat Tandon, CEO and co-founder, Curativity, said, "Gulf Oil is a legacy brand with strong equity and a clear growth agenda. Our role will be to help sharpen that ambition. The opportunity to help shape its next phase, especially as it deepens its connect with consumers, is exciting for us. We are glad that the positioning approach and the idea we pitched based on our proprietary strategy framework of “Ownable Distinctiveness” resonated with the Gulf Team. We’re looking forward to creating work that is distinctive, consistent, and effective."