Biplab Das 
India Bike Week (IBW) 2023 marked a monumental celebration of its 10th anniversary, bringing together the roaring brotherhood of passionate bikers from every corner of the country. Amidst the thunderous roar of engines and the vibrant spectacle of chrome and leather, WION Drive had the exclusive opportunity to delve into the heart of this motorcycling extravaganza with Amit Gheji, the Head of Marketing at Gulf Oil Lubricants India.
Gulf’s first spin at India Bike Week
As the revs echoed through the IBW grounds, Amit shared Gulf Oil Lubricants India’s exhilarating experience in partnering with the event for the first time. “It’s crazy, right? You can see it for yourself,” Amit exclaimed, encapsulating the infectious chaos of the biker haven.
A vibrant tapestry of biker community
Being a part of IBW proved to be more than just a partnership; it was an immersive plunge into the vibrant tapestry of the Indian biker community. “The entire biker community coming together, their passion for biking, riding together as groups. So many clubs are here. It’s an amazing feeling just to be a part of this,” Amit expressed, his words resonating with the pulsating energy of IBW.
Gulf’s strategic move
Delving into the strategic alignment of Gulf Oil Lubricants India with IBW, Amit highlighted the burgeoning motorcycling culture in the country. “The motorcycling culture is picking up in India to a large extent. We’ve done chai Pakoda rides with the India Bike Week team across 20 cities, understanding the ground reality,” he shared.
Spotlight on premium segments
With the surge in the premium segment of bikes, Gulf saw an opportune moment to amplify its association. “We’ve always had products for this kind of biking and this kind of premium segment. This is a good platform for us to highlight our top-of-the-line product, Gulf Syntrac,” Amit revealed.
Unveiling Gulf Syntrac
Gulf seized the IBW stage to unveil Gulf Syntrac, a fully synthetic, pao ester-based product tailored for the discerning consumers in the biking community. Positioned as a world-class offering, Gulf Syntrac embodies the brand’s commitment to excellence.
Amit emphasised, “This is a good platform for us to highlight that product now, which is Gulf Syntrac, our top-of-the-line, fully synthetic, pao ester-based product.” This unveiling reflects Gulf’s commitment to providing bikers with world-class lubricants.
Gulf’s expanded portfolio
The unveiling didn’t stop there. Amit shed light on Gulf’s expanded portfolio with the introduction of Gulf Chain Lube, Gulf Pro Chain Lube, and Chain Cleaner. These additions underscore Gulf’s dedication to providing a comprehensive range of high-quality products for bikers.
Aligning values with the biker community
Beyond products, Amit emphasised the alignment of Gulf’s brand values with the motorcycling culture. “The India Bike Week guys, they’re celebrating the 10th anniversary. Their tagline is together as one. At Gulf, our tagline is – Together, we are unstoppable,” Amit elucidated, drawing parallels between the synergy of man, machine, and Gulf.
Diversity and inclusion: welcoming women bikers
Reflecting on the evolving biking culture, Gheji commented on the increasing participation of women in biking. “It’s not a very typical age group and male, that’s no longer the case. You’ll see young people, old people. You’ll see women riders coming more and more into this community, and we are very happy with that.” Gulf’s belief in diversity and inclusion is not just a statement; it’s embodied in actions, such as signing Smriti Mandhana as their brand ambassador, making them the first lubricant brand to have a female brand ambassador.
Guardian on the road initiative
The conversation seamlessly transitioned to the importance of safety awareness in the biking community. Acknowledging the disciplined nature of avid bikers, Amit touched upon Gulf’s initiative, Guardian on the Road. The initiative distributed over 15,000 children’s helmets for pillion riders, underscoring Gulf’s commitment to promoting safety.
Promoting road discipline
While discussing road discipline, Amit highlighted the need for rule adherence and safety. “On the road, if you take all the bikers, some of them may not follow the rules, and it’s very important to adhere to road safety guidelines”, Amit stressed, echoing Gulf’s commitment to fostering a responsible biking culture.
As the interview drew to a close, Amit expressed gratitude for the evolving biking landscape and the dynamic community fostered by events like IBW. “We are very happy with that. Gulf is a big believer in diversity and inclusion,” he concluded.
In traversing the labyrinth of India Bike Week 2023, Gulf India not only showcased its cutting-edge products but also embedded itself in the beating heart of the country’s motorcycling culture. The amalgamation of Gulf’s legacy with the fervour of IBW stands as a testament to the enduring spirit of biking in India, marking a milestone in the annals of the automotive landscape.
