Shell Lubricants, the global market leader in finished lubricants has launched Shell Rimula ‘Sach Honge Sapne’ campaign for trucker communities across 16 focus markets in India. With the contest tagline ‘Mere Sapne Kare Sach, Meri Bachat Ka Sathi’ Shell Rimula aims to cherish truckers community with a contest that is especially designed to give voice to the truckers dreams and give one lucky winner a chance to make his dream come true.
The unique proposition of Shell Rimula is that it aims to be truckers’ savings partner. The company’s products provide better wear control and protection which leads to better engine performance and a longer engine life which in turn leads to savings. Rimula R4 with CI4+ technology reduces engine wear by upto 61 per cent and Rimula R3X with CH4 does so by upto 35 per cent.
Speaking on the launch, Ms. Mansi Madan Tripathy, Chief Marketing Officer, Shell Lubricants India said, “We’re happy to launch this exciting campaign that can help us create direct and real world connect with trucking community across India. The hardworking trucking community is seldom recognized and hence our campaign’s objective is to give them a platform and an opportunity to fulfil their dreams. With our technologically advanced products, we strive to get them more savings for a better future. Our earlier campaign, Shell Rimula ‘Mera Humsafar Meri Kahani’ was also a big success and received an overwhelming response from the truckers. The campaign bagged a silver award at the Golden Mikes Awards 2014 for ‘Best On ground promotion by a network of Radio station for a client’. We aim to build many such experiences that are personally relevant, memorable, interactive and emotional. It will be our continuous endeavour to deliver quality and value to our customers and further enhance our brand superiority.”
The campaign harnesses a combination of radio activation and on-ground activities to connect with the hardworking trucker community across Shell’s focus markets. The radio leg of the campaign has been kicked off in collaboration with BIG FM radio to amplify the contest, call for entries (on-ground & IVR) and play the chosen winning trucker stories across cities. In addition, the radio jockey will also give away tips that can help generate savings and provide regular updates on location-wise activations planned at every Transport Nagar, encouraging people to be present and be a part of the contest. To effectively communicate Shell’s savings proposition, a virtual personality named ‘Bachat Kumar’ has been created as the campaign ambassador.
As part of the on-ground activation, Shell Rimula will have the Transport Nagars in these markets coloured black and yellow with Rimula’s brand colours through a lot of merchandising. Trade offers and display offers will be simultaneously running across markets. An oil change camp will be deployed in every chosen market which will incentivize the consumer to go for an oil change and win an attractive price with every oil change. Consumer activation shall have a procession of dhol walas, emcee promoters etc on a branded van speaking about Shell’s product propositions and the ‘bachat’ theme. The representatives will be collecting stories and will also play interactive games with consumers and audiences to help them win prizes and lucky draws. Best few stories will be aired on BIG FM and one winner across all markets will win INR one lakh and shall have his full story aired on the radio channel. Merchandizing and facilitation will be done at his Transport Nagar announcing the same.
Building on Shell’s long tradition of innovation, Shell Lubricants continues to enhance and enable customer’s experience by providing superior products with technological benefits and building an emotional connect with them.