By A Correspondent
GS Caltex India in collaboration with More Marketing has released a campaign starring cricketer Shikhar Dhawan that showcases its range of premium lubricants developed for the current generation of smart vehicles.
Said K Madhu Mohan, GM-Marketing, GS Caltex India: “Our brief to the agency was to create a campaign that combines the brand values of Shikhar Dhawan with that of GS Caltex India and enhance the perception of our products in the minds of our customers and partners. In India, people are very passionate about cricket and Shikhar is an energetic and consistent player and his success as a cricketer mirrors the quality of our performance-oriented product offerings. We wanted high energy to leverage this passion on to our products and we found a perfect match in more ways than one, especially since both Shikhar and GS Caltex are Smart Performers and setting new benchmark in their respective fields. The campaign will have a long-lasting impact on our
Speaking about the media campaign, Parag More, Director – More Marketing added: “Our objective was to create something which is Unique to the category. The idea was to rope in a Brand ambassador who resonates ‘understated Smartness’ and Shikhar Dhawan was the perfect fit. The current campaign is just the first step of this journey and there are exciting times ahead for GS Caltex.