Gulf oil & Dentsu creative India launch 'Suraksha Bandhan' Campaign
05 Feb 2024
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Campaign weaves together touching moments between siblings and the stark realities of a trucker's life
In a steadfast commitment, Gulf Oil annually commemorates the Raksha Bandhan festival by taking meaningful strides to address the hurdles encountered by Indian truckers, easing their experiences on the road. This year - Gulf Oil, in association with DENTSU CREATIVE India, has launched a campaign that focuses on alleviating the challenge of inadequate access to clean drinking water for these road warriors.
The narrative unfolds through the lens of a concerned sister who is urged by her ailing brother to embark on a journey, despite her insistence to stay back and care for him. The ensuing tale culminates in a heart-warming realization that reshapes their relationship.
On ground, the campaign has been reinforced with a distribution initiative that has provided over 10,000 water filters to truck drivers nationwide. Additionally, community water filters are now installed in 10 Transport Nagars, facilitating a substantial and tangible transformation.
Link to the campaign: https://www.youtube.com/watch?v=K6msMyT-j5Q&t=58s
Amit Gheji, Head of Marketing, Gulf Oil India said, "Truckers portray a tough exterior image, yet they are as affected by health problems as we all are. Amidst their daily battles, they grapple for something as fundamental as clean drinking water and in absence of that, are susceptible to various illnesses. The Hindi adage 'ghat ghat ka paani' encapsulates their reality. This Suraksha Bandhan season, we champion the cause of providing safe drinking water for these truck drivers, so their health stays protected."
Ajeet Shukla, Senior Group Executive Creative Director, DENTSU CREATIVE India added, "The campaign resonated due to its simplicity in offering a solution to a profoundly significant problem. We engaged with a segment of society that often goes unnoticed. Our goal was to immerse them in a story inspired by their lives, casting their loved ones in their shoes, leading to self-discovery. This role-reversal technique gave birth to a compelling narrative."
Credits
- Brand: Gulf Oil
- Head - Marketing: Amit Gheji
- Category Manager - DEO & Specialities: Amitabh Bhadra
- Brand Manager CVO & Ad Blue: Aritra Maity
- Digital Marketing Manager: Swati Uniyal
- Brand Manager B2B & PR: Shubhra Saroha
- Agency: Dentsu Creative India
- Chief Executive Officer: Amit Wadhwa
- President - South and West: Indrajeet Mookerjee
- Managing Partner (West) & Head of New Business (India): Nikhil Kumar
- Group Executive Creative Director: Ajeet Shukla
- Vice President: Abheek Chatterji and Amit Murthy
- Account Executive: Chaithanya Nair
- Creative Director: Ameya Mone
- Creative Director (Art): Rutul Mistry
- Group Head (Copy): Mitesh Mahadik
- Production house: DLB Productions
- Director: Mayur Goel
- Producer: Deepak Bhosale
- DOP: Lakhan Rathore
- Music Director: Anand Bajpai
