Brands
Gulf launches unstoppable army campaign: Excuses CSK players and fans take centre stage
Mumbai: Gulf Oil Lubricants India, a leading player in the Indian lubricant industry, is thrilled to announce its innovative campaign for this T20 season, titled “Gulf Unstoppable Army”. In a groundbreaking move, Gulf Oil has decided not to feature Chennai Super Kings (CSK) players in its advertisements this season. Instead, the brand has launched an announcer film on digital platforms to highlight this novel approach, empowering CSK’s passionate fan base to create the advertisements, thereby giving the players more time to train and aim for their sixth title.
The campaign’s launch was made by a revealing behind-the-scenes film, offering a glimpse into this innovative approach. Picture a bustling set, filled with anticipation. As CSK’s beloved players, led by MS Dhoni, step onto the scene, there is a palpable energy. Yet, Ravi Chawla, MD & CEO of Gulf Oil Lubricants India Ltd, unveils a different agenda – one centred around giving the players the space they need to excel. “This season, Gulf is giving you the gift of time,” he declares, stressing the importance of their undivided attention on the game.
CSK CEO Kashi Viswanath underscores the significance of this decision, providing the players with an opportunity to refine their skills. The film concludes with a call to action for fans, inviting them to join the #GulfUnstoppableArmy by creating their own Gulf ads, highlighting the brand’s commitment to both the team and its loyal supporters.
Gulf Oil Lubricants India MD & CEO Ravi Chawla commented, “This year, we are taking a fresh approach by celebrating the true spirit of cricket and its passionate fans. The Gulf Unstoppable Army campaign is a tribute to the unwavering support and passion of the CSK fan base. We believe that by giving our beloved CSK players the gift of time, we are not only supporting their quest for another title but also engaging the fans in an unprecedented way, making them an integral part of our journey.”
Dentsu Creative West group executive creative director Ajeet Shukla adds, “The T20 season is that challenging phase of advertising where you’ll have to & must do something disruptive and good to get noticed. That’s what our attempt has been this time with the idea of not using CSK players for Gulf Ads. Instead giving back the time to practice and hopefully emerge as Champions for the 6th time. Now you must be wondering who’ll be making ads for us. Fans will. Something super interesting is coming soon.”
The Gulf Unstoppable Army campaign is a unique initiative that fosters a deeper connection between the brand, the fans, and the team. Leveraging digital platforms for the campaign’s launch and subsequent fan-generated content, Gulf aims to create a cohesive and engaging narrative that celebrates the spirit of cricket and its supporters. While primarily digital, the campaign will also extend its reach to TV and outdoors, ensuring widespread visibility and engagement.
The brand campaign film will be featured across digital platforms including YouTube, Facebook, and Instagram.
Brands
Malaika Arora launches accessories brand Maejoy
The Bollywood star’s lifestyle brand, built with Myntra and Exceed Entertainment, promises aspirational fashion without the high price tag
MUMBAI: Malaika Arora is not the first Bollywood star to put her name on a brand, and she will not be the last. But Maejoy, the accessories label she has launched in partnership with Myntra Jabong India Private Limited (MJIPL) and talent outfit Exceed Entertainment, at least has a sharper pitch than most. The brand drops with 250-plus styles spanning handbags and lab-grown diamond jewellery, two categories that sit squarely in the sweet spot between aspiration and affordability, and lands on Myntra’s platform from day one, putting it in front of millions of shoppers without breaking a sweat.
The handbag range covers the full gamut: crossbody bags, structured shoulder bags, bucket bags, totes, workwear classics, backpacks and clutches, rendered in synthetic leather, raffia, braids, satin, rhinestone and metallic finishes. The jewellery line runs to rings, earrings, pendants, bracelets and tennis bracelets in silver, gold and rose-gold tones, set in 925 sterling silver with IGI and GCI certified lab-grown diamonds. The brand’s guiding philosophy, “The Joy of Being Me,” stakes its claim on individuality and self-expression; its three brand pillars, Authentic, Empowering, Accessible, are the usual suspects, though the lab-grown diamond bet is savvier than it sounds. Lab-grown stones now sell at a fraction of the price of mined ones, and the category is growing fast in India as younger buyers wise up to the arbitrage.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business, or through my personal style, I’ve championed the idea that fashion should be empowering yet effortless. The brand aims to democratise global fashion trends while offering women something that extends the feeling of luxury every day, be it a lab-grown diamond or a perfectly crafted handbag,” said Malaika Arora, founder of Maejoy
MJIPL, the B2B wholesale arm of Myntra, is putting its design and brand-building muscle behind the venture. Suman Saha, chief experience officer and head of house of brands at MJIPL, was bullish on the tie-up.
“Maejoy brings together Malaika Arora’s distinctive style perspective with a strong proposition in the accessible yet elevated accessories space. We believe the brand’s fashion-forward designs and thoughtful positioning will connect strongly with discerning consumers.”
Suman Saha, chief experience officer, head of house of brands, MJIPL
Afsar Zaidi, chief executive of Exceed Entertainment, the talent management firm that helped broker the deal, has worked with MJIPL before and was characteristically direct about what makes Arora an unusually bankable partner.
“Building celebrity-led brands requires a delicate balance of authenticity and market viability. Malaika is a rare talent who commands equal respect as a fashion icon and a savvy businesswoman. We are proud to facilitate this partnership that brings together her creative clout and Myntra’s brand-building excellence,” said Zaidi
Celebrity fashion brands live or die on one question: does the star actually wear it, or is the cheque the only thing they signed? Arora, who has spent three decades as one of Bollywood’s most-watched style references, has at least built a plausible case. Maejoy is live now on www.myntra.com and the Myntra app. The real test, whether shoppers buy the handbag or just the hype, starts today.
