Independent creative agency Curativity Brand Solutions has secured the creative mandate for Gulf Oil Lubricants India. The agency has been tasked with leading the brand’s creative strategy as the company sharpens its positioning and expands its consumer-facing business.
The mandate has come as Gulf Oil has transitioned from a master brand approach to a category-led positioning. This shift has been part of the company’s broader plan to strengthen its position in the private lubricants segment and build its presence as a challenger brand.
Founded by Virat Tandon and Amer Jaleel, Curativity has brought experience across brand positioning, creative strategy, and campaign development. The agency has been working to support brands with growth-focused creative solutions.
The partnership has marked a move to strengthen Gulf Oil’s consumer engagement while building on its legacy in the lubricants sector.
“Gulf Oil is one of the most loved brands with a strong legacy and we wish to scale further in the B2C space. With Curativity as the new partner we want bring in a meaningful distinctiveness to our communication. With the collective thinking and focus to translate business intent into compelling creative direction, we want the customers to feel closer to the brand and its promise. This partnership will help us accelerate to engage with all our stakeholders including the large consumer base to enhance the value proposition.” – Ravi Chawla, Managing Director and CEO, Gulf Oil Lubricants India
“Gulf Oil is a legacy brand with strong equity and a clear growth agenda. Our role will be to help sharpen that ambition. The opportunity to help shape its next phase, especially as it deepens its connect with consumers, is exciting for us. We are glad that the positioning approach and the idea we pitched based on our proprietary strategy framework of “Ownable Distinctiveness” resonated with the Gulf Team. We’re looking forward to creating work that is distinctive, consistent, and effective.” – Virat Tandon, CEO and Co-founder, Curativity
