Gulf Oil India Ltd today kicked off a promotion campaign with its brand ambassador, M. S. Dhoni. The Hinduja group company intends to ramp up its ad-spend in the coming years.

Speaking to journalists today on the occasion of the launch of a new signage featuring the Indian cricket captain, Mr Sanjay Hinduja, Chairman of Gulf Oil, said that the company's ad spends would increase 30-40 per cent each year. In 2010-11, the company spent Rs 34.39 crore on advertising, which was 3.7 per cent of the turnover for that year.

Gulf Oil primarily manufactures lubricants and has a 6.5 per cent share of the Indian market. Last year, the company's turnover was Rs 928 crore. It is currently ranked the sixth largest seller of lubricants in India. With Dhoni's help, Gulf Oil expects to be one of the top three in three years.

Dhoni in demand

The star cricketer, who is also the captain of Chennai Super Kings, the Chennai franchisee of the Indian Premier League, has been having a pretty busy tough schedule with the business community.

On Friday, Dhoni, along with the entire CSK team had an engagement with the Life Ok channel, of the Star network, taking part in the proceedings by singing, dancing and answering questions.

In fact, Dhoni was asked by the show host what he thought of India's Inter Continental Ballistic Missile (ICMB), the Agni V. Dhoni, looking very thoughtful, said that the missile would be a big “morale booster” to the Indian forces. “I don't want to name China,” he said, but, nevertheless, mentioned that the missile brings China within India's striking range.

Later in the evening, the CSK team had an engagement with Washington Apples, a body representing apple growers from the US, which is the ‘official fruit partner' of Chennai Super Kings.

> mramesh@thehindu.co.in

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