Each and every day, mechanics work behind the scenes to ensure vehicles and equipment perform safely and reliably. For this reason, since 2022, GS Caltex India (GSIPL) has commemorated February 2 — its founding anniversary — as National Mechanic’s Day to highlight the dedication and hard work of these silent professionals. It’s an initiative that was launched both to recognize mechanics as important partners in the industrial ecosystem and also to raise awareness of their vital role in supporting the industry.

On February 2 this year, GSIPL proudly celebrated its 16th anniversary alongside the launch of the fifth National Mechanic’s Day campaign, and this article introduces the campaign as well as the company’s 16th anniversary milestone.

Spotlighting the Importance of Mechanics Through Dramatic Campaign Storytelling

This year’s campaign was further strengthened with enhanced offline, on-ground programs to expand awareness among both the general public and industry professionals. Then, building on the success of previous content, GSIPL produced and launched the National Mechanic’s Day 2026 campaign film.

Thanks to its dramatized format, the film delivers a light yet impactful message that encourages viewers to recognize the value of mechanics — whose contributions are often taken for granted — and to express their gratitude. Notably, to reach a wider audience across India, the film was produced in five Indian languages: Hindi, Punjabi, Telugu, Marathi, and Gujarati.

In terms of the storyline, the film is built around the comic-dramatic concept of “The Man Who Never Says Thank You.”  He is a protagonist who is sparing in his expression of gratitude — even toward his closest friends and family members, or when his life is at stake. However, at the climax of the film, he sincerely expresses his gratitude — to a mechanic, of all people. Through this ironic contrast, the film powerfully underscores how the role of mechanics is directly connected to the safety of our daily lives, highlighting the critical importance of their work. What makes this film stand out is how the strong, dramatic execution plays off the humorous and uplifting tone to effectively convey the key message in a novel, memorable manner.  

Driving Nationwide Engagement Through Digital and Field Activations

The film was released and promoted across major social media platforms, including YouTube, Facebook, Instagram, and LinkedIn. National Mechanic’s Day congratulatory messages were also shared across these channels to further amplify the campaign.

The campaign was also widely disseminated through approximately 15 digital PR articles, including coverage in media outlets such as Lokmat Times, ANI News, and ThePrint, among others. The PR reach was also substantial, as the campaign generated approximately 250,000 PR impressions.

A grand celebration with the mechanics at GSIPL’s Mumbai office.

On-site mechanic meetups and offline engagement programs were also held as part of the celebration, resulting in the participation of over 1,600 mechanics.

Pan-Indian on-ground activations connected with mechanics through local meetups.

Celebrating 16 Years of Growth and Progress

Alongside the campaign, GSIPL’s 16^th anniversary represents an eventful journey. Since its founding in 2010, the company has grown to establish partnerships with over 35 OEM partners and more than 250 direct trade partners. Moving forward, GSIPL is expanding its business beyond lubricants, into the petrochemical and polymer sectors.

To mark its 16-year journey, GSIPL released the ‘Foundation – Thank you Film,” which spotlights the strong partnerships built with channel partners, mechanics, and customers — defining the relationship between GSIPL and its stakeholders as “One Extended Family,” and conveying a heartfelt message of appreciation.

Continuing the Legacy of Recognition and Collaboration

As GSIPL marks 16 years of growth, the fifth National Mechanic’s Day stands as a reflection of the company’s enduring commitment to the people who keep India moving. What began as a symbolic gesture has grown into a nationwide platform for recognition, engagement, and collaboration.

By honoring mechanics not just as service providers but as essential partners in the industrial ecosystem, GSIPL is reinforcing the shared foundation on which its success is built. Moving forward, the company will continue strengthening these initiatives in close collaboration with mechanics and the broader industrial ecosystem.