Ad Campaigns
GS Caltex India’s #GaadiKeDoctor returns, honouring mechanics as best friends
MUMBAI: What’s the one relationship more reliable than a GPS signal in a tunnel? The bond between a car and its mechanic! As GS Caltex India celebrates 15 years in the country, it brings back its highly successful #GaadiKeDoctor campaign for a fourth edition, this time with an evolved message—mechanics aren’t just vehicle doctors, they are “Gaadi Ka Best Friend”.
This year’s campaign shifts gears by portraying mechanics not just as problem-solvers but as trusted companions who keep vehicles running smoothly for years. Much like a best friend who always has your back, a mechanic ensures a car’s heart—the engine—beats strong, mile after mile.
Coinciding with GS Caltex India’s Foundation Day on 2 February, the company continues its tradition of celebrating Mechanic’s Day, reinforcing its commitment to the community that keeps India moving. With a presence in both B2B and B2C markets, this campaign extends beyond appreciation—it highlights how mechanics serve as guardians of a vehicle’s long-term well-being.
At the heart of the campaign is an emotionally charged yet humorous film that perfectly captures this transition. The story follows a car owner who feels disconnected from his beloved vehicle. Friends try to help, but the real hero—a mechanic—steps in, effortlessly restoring the car’s performance and the owner’s emotional connection.
The message? Mechanics don’t just fix engines—they mend relationships between man and machine. And at the centre of this expertise? Kixx Engine Oil, the go-to choice for mechanics ensuring engines run at peak performance.
GS Caltex India VP-marketing K Madhu Mohan shared his thoughts, “As we celebrate 15 years in India, this campaign reflects how the relationship between mechanics, vehicle owners, and their vehicles evolved. A mechanic is no longer just a ‘doctor’ fixing breakdowns—he is a best friend, ensuring a vehicle runs smoothly for years to come. This campaign is our tribute to the mechanics who make every journey safer and every vehicle stronger.”
Adding to this, GS Caltex India senior marketing manager Rajeev Dusa noted, “When we first conceptualised ‘Gaadi Ke Doctor,’ our goal was to highlight how mechanics do more than just fix cars—they nurture the long-term relationship between a vehicle and its owner. This latest edition beautifully captures that message, reinforcing that mechanics are the true protectors of our journeys.”
The #GaadiKeDoctor campaign will be launched across digital platforms, social media, and mechanic networks in regional languages, ensuring the message reaches mechanics and vehicle owners across India. Through storytelling, testimonials, and interactive content, GS Caltex continues to deepen its engagement with the mechanic community, reinforcing its brand commitment to trust, expertise, and superior vehicle care.
Want to see how a mechanic becomes a vehicle’s best friend? Watch the campaign film here:
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
