GS Caltex India introduces marketing campaign with cricketer Shikhar Dhawan

GS Caltex India, a 100% owned subsidiary of GS Caltex Corporation, South Korea in collaboration with More Marketing services has released a first of its kind campaign that aims at showcasing their range of premium lubricants developed for the current generation of smart vehicles. The campaign also aims at establishing their brand slogan of Smart technology for Smart performance.

Building on the brand’s proposition the ad film resonates the core brand attributes i.e. Superior performance, Quick start and Extended life with the belief that the one who’s associated with these attributes is the one who is Smart.

The campaign opens with a shot of Shikhar Dhawan warming up , getting ready for the game & exhibiting power & attitude which along with a smart partnership are essential in the making of Smart Player .Through GS Caltex – Smart lubricants brand campaign aims to leverage the association of Smart technology and Smart performance that are embedded in its product range and establish itself as a major player in the premium lubricant category in the country.

The media campaign designed by More marketing has been crafted for widespread outreach across digital and social media platforms with a range of ATL & BTL activations planned over a period of 3 months that started from May-19 and will run till July-19.

Speaking about the idea behind the ad film, Mr. K Madhu Mohan, GM-Marketing, GS Caltex India Pvt. Ltd. saidOur 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 customers.”

Speaking about the media campaign, Parag More, Director from More Marketing said “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”.


Client- GS Caltex India Pvt Ltd

Films- 20 sec

Creative Agency- More Marketing

Ad Director- Raj Kaushal

Chief Creative Officer- Raj Kaushal & Parag More

Creative team-

More Marketing

Raj Kaushal

Parag More

Reetika Hada

GS Caltex

Rajeev Dusa

Srijan Gupta

Account Management- More Consulting

Account Planning- More Consulting


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