When Ravi Chawla, CEO and MD, Gulf Oil Lubricants India, took over in 2007, the category was dominated by price-led messaging. He bet on marketing, brand storytelling and emotion-led platforms, driving the brand from number six to number two in 15 years, outpacing a slow-growing market with 9% annual growth.

Today, Gulf Oil boasts a strong B2C presence, sports partnerships, and consistent innovation, from long-drain oils to EV tech. With ambassadors like Mahendra Singh Dhoni and Smriti Mandhana, among others, it connects across consumer segments.

In this chat with Manifest, Chawla unpacks how the brand evolved from a push brand to a push-pull force driven by consistency, innovation, and emotional relevance.

Recalling his early days, he said, "When we started investing in marketing post-2007, we were number six in the market. Today, we’re number two. While the market grew at 2–3%, we’ve consistently grown at 9% over 15 years.”

Chawla then went on to reflect on the brand’s turnaround, crediting sustained investment in marketing and innovation - beginning with Gulf Oil’s IPL association in 2008 - as a game-changer in breaking away from a commodity-led perception.

“We focused on B2C segments like motorcycle and diesel engine oils, launched long-drain products, and built connect through mechanics and influencers," he noted.

Chawla added that by zeroing in on high-consumption categories and grassroots networks, Gulf Oil secured product differentiation and a stronghold in performance-led messaging.

“Campaigns like ‘Zindagi Non-Stop’ and ‘Unstoppables’ helped build emotional resonance. MS Dhoni brought authenticity through his biker persona and cricket legacy.”

Chawla also highlighted how the brand shifted the narrative from functional to emotional, using ambassadors and cinematic storytelling to humanise the product and connect with youth.

“Today, we spend heavily on BTL activations, influencer marketing and digital-first storytelling. India Bike Week and ‘Chai-Pakoda Rides’ help us build community connections.”

The brand’s marketing evolved from being TV-centric to experiential and digital-heavy. Chawla emphasised the value of hyperlocal activations that double as loyalty drivers. He expressed, “Our Gulf Pride campaign with MS Dhoni, now in its seventh or eighth edition, is built with scale - through cinema, digital, outdoor and retail integrations.”

These campaigns, Chawala pointed out are more than endorsements - they are part of a broader engagement ecosystem that reinforces Gulf Oil’s relevance across urban and rural segments.

“Youth is core to our brand. That’s why we chose cricket over motorsports for mass visibility. Dhoni, Mandhana and Pandya are deliberate choices that fit our brand values," he shared.

While motorsports had brand heritage on a global level, Chawla admits cricket offered better visibility and cultural relevance for the Indian market. The long-standing CSK partnership strengthened recall and reach.

“As EVs rise, we’re expanding into greases, coolants, and EV fluids for buses and three-wheelers. With investments in Tyerex, ElectreeFi and Indra, we’re now a mobility brand.”

Furthemore, Chawla explained the brand’s evolution from lubricants to mobility solutions—supporting OEMs with fluids, chargers and software in the EV space. He noted, “Sustainability is embedded—from solar-powered plants to biodegradable products and long-drain oils that reduce consumption.”

He also went on to detail Gulf Oil’s ESG alignment, explaining how product design, packaging, and emissions control (via AdBlue, for example) are part of its green journey.

When we asked him about one myth he’d like to bust?

Chawla shared, "Lubricants aren’t just a commodity. With the right story, partnerships and innovation, the category can be powerful.”

He also stressed about the untapped potential in lubricant branding, calling for deeper consumer education to shift perceptions.

“From high-performance synthetics for premium users to value products for rural India, we serve both ends of the market. The trick is segmentation and education," Chawla shared.

The brand’s growth, he said, lies in marrying premiumisation with accessibility - while investing in long-term relevance through innovation, trust, and storytelling.

Read the full chat in the June issue of Manifest. Get your copy here.