Independent creative agency Curativity Brand Solutions has been appointed as the creative agency partner for Gulf Oil Lubricants India Ltd (GOLIL). Under this new mandate, Curativity will spearhead the brand’s creative strategy.
The partnership comes at a pivotal moment as Gulf Oil seeks to sharpen its long-standing legacy in the lubricants sector while accelerating its focus on expanding its consumer-facing business segments. The mandate comes as a part of Gulf Oil's transition from a master brand approach to a category-led positioning.
Speaking on the win, 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."
Ravi Chawla, managing director and CEO, Gulf Oil Lubricants India Ltd, commented, “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.”
Earlier this week, Impact had reported that Gulf Oil Lubricants had initiated an agency pitch for its creative mandate, which was being managed by Dentsu.
Dentsu Creative India had secured the integrated media and creative mandate for Gulf Oil Lubricants in August 2023 and is said to have participated in the recent pitch as well.
