Shell Lubricants
Thursday, October 17, 2013 05:45 PM IST (12:15 PM GMT)
Editors: General: Consumer interest, People; Business: Advertising, PR & marketing, Automotives, Business services, Energy companies, Media & entertainment; Automotive
Enjoy Every Ride with Shell Advance
Shell Advance brand campaign reinforces its commitment to help bikers experience the freedom of mobility

New Delhi, Delhi, India, Thursday, October 17, 2013 — (Business Wire India) — Shell Lubricants, the global market leader in finished lubricants, today launched their new brand campaign for Shell Advance, themed ‘Enjoy Every Ride’. This campaign represents Shell Lubricant’s commitment to providing bikers an experience of effortless mobility and freedom through its range of Shell Advance motorcycle oils.

The TVC focuses on the feeling of freedom that a biker enjoys when his bike is in a good shape. Built on this key insight and a deep understanding of bikers and their daily needs, Shell Advance’s range of motorcycle oils are designed to keep bikes healthy and protected, leaving bikers free to enjoy every ride. The TVC depict real bikers on the road riding in content, with ‘Yayyy’ graphic illustrations symbolizing their joy and expression of freedom.

Mansi Tripathy, CMM Shell Lubricants India, said: “According to a survey, 90%* of bikers agree Shell Advance makes their motorcycle’s engine run smoothly. Shell Advance motorcycle oils contain stability improvers that help dampen vibrations & reduce engine noise, enhancing biker’s enjoyment on every ride. “On campaign she adds, “Enjoy Every Ride is a campaign underlining Shell’s commitment to providing bikers with a range of motorcycle oils that not only keeps their engine protected and running smoothly, but that also offers a host of additional benefits that allow them to get maximum enjoyment every time they ride.”

The TVC will be aired from October 11, 2013 on channels across the country.

About Shell Lubricants

The term ‘Shell Lubricants’ collectively refers to Shell Group companies engaged in the lubricants business. They manufacture and blend products for use in a range of applications from consumer motoring to mining and power generation to commercial transport. Shell’s portfolio of lubricant brands includes Pennzoil®, Quaker State®, Shell Rotella T, Shell Helix, Shell Rimula, Shell Tellus, Monarch, a portfolio of car care products and Jiffy Lube®. Shell has leading lubricants research centres around the world: in Germany, Japan, UK, and the US, plus a new presence in India. For the 6thconsecutive year, Shell is the number one global lubricants supplier – selling more lubricants in 2012than any other company in the world, with a 13% share of the market i volume terms (according to Independent worldwide consulting and research firm, Kline & Company).

About Shell Lubricants India

Shell Lubricants India is a 100% subsidiary of Shell. Shell Lubricants’ India operations demonstrate Shell’s long-term commitment to India and its support for the country’s increasing energy needs. Going forward, the company expects to see much greater availability of Shell lubricants and faster growth in the market as it wins new customers. Shell Lubricants’ customers in India include Wartsila, Maruti Suzuki, Hyundai, Ford and Thermax.

Aashima Grover, 20:20 MSL, +91 9873370657,
Amit Roy, 20:20 MSL, +91 9555871806,