BWI: Shell Helix Introduces 3-way Program to Launch its association with Formula 1 in India

Press release from Business Wire India
Source: Shell Lubricants
Tuesday, July 26, 2011 04:54 PM IST (11:24 AM GMT)
Editors: General: Consumer interest; Business: Advertising, PR & marketing, Automotives, Business services, Energy companies; Automotive
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Shell Helix Introduces 3-way Program to Launch its association with Formula 1 in India
-- The program aims at generating awareness, educating and engagement around India's inaugural Formula One season

New Delhi, Delhi, India, Tuesday, July 26, 2011 -- (Business Wire India) -- 2011 is shaping up to be a historic year for Indian motorsports as India will host its inaugural Grand Prix on 30th October 2011 and will enter the big league of global motor-sporting nations. The 1st Formula One season in India is expected to catch the imagination of Indians across all age-groups with thousands of fans rallying behind this sport that has become synonymous with the fast and the fastest.

Shell Helix, the only motor oil trusted by Scuderia Ferrari for 60 years has been involved with motor racing since the beginning of the sport and first joined forces with racing teams in the 1920s. Together, the technical partnership between Shell Helix and Ferrari has scored more than 2000 World Championship points. With the advent Formula One in India, Shell Helix sees an opportunity in sharing its decades of rich F1 history and experience with F1 fans, enthusiasts and consumers in India.

Shell Helix has kicked off a 360 degree nationwide activation initiative which involves a range of consumer, dealer, mechanic and distributor engagement programs across various channels i.e. TV, print, digital platforms and mass media advertising to educate and excite Indians about hugely popular global sport.

The communication plan is phased out in different stages and communicate Shell Helix's historic technical partnership with Ferrari, Shell Helix will be sharing 'factoids' across various media platforms during the first and second phases of the campaign. Also, Shell Helix will share never seen before behind-the-scenes footage straight from F1 tracks and Ferrari labs sharing in-depth details of technologies used during the races.

Shell Helix is engaging with consumers and partners through various consumer and trade promotions and experiential activations like cluster, workshop and mall activations in 14 cities across India to create hype and generate buzz about the race coming to India. Mall activations will give consumers an opportunity to experience the excitement through various Playstation based racing games. Further, in September, Shell Lubricants will host a photographic exhibition depicting its successful partnership with Ferrari over the past 6 decades. This photo-exhibition will showcase some of the rare archival images of this partnership on the Formula One race-tracks from across the world during the past 60 years.

The numerous consumer and dealer promotions will give fans and enthusiasts a once-in-a-lifetime opportunity to watch the Indian Grand Prix live and exclusive in October this year. Besides the opportunity to be at the inaugural Indian F1, consumers and dealers can win assured prizes during the first F1 season in India.

During the last phase of the campaign, closer to the race date, when the excitement will reach peak levels, Shell Helix will launch a 'Countdown Clock'. Fans will also get the opportunity to watch race online through YouTube. Shell Lubricants will be hosting an event with the Ferrari Formula One drivers 3-days prior to the race and will organise a tour of the Shell on-track lab to showcase the advanced lubricants technology that is involved during Formula One.

Mr. Donald Anderson, Country Head - Lubricants, Shell India Pvt. Ltd. said on the launch of promotion, "Shell Helix is closely associated with F1 from past 60 years and provides us with the extreme environment of Formula One racing for developing and testing our lubricant technology. Since, Formula 1 is coming to India this October people are very excited in India about the event. We understand that it's a very special moment for every F1 fan hence we are coming up with the campaign to promote the first Formula 1 and make it a popular sport in India."

Customers can participate in the Shell Helix F1 promotion by buying Shell Helix Ultra (4L) and Shell Helix HX7 (3.5L) packs and scratch the on-pack label to win assured prizes. The prizes include cash prizes of upto Rs 2000 or a free pack of Helix Ultra/Helix HX7 with the mega prize being a free ticket to witness the inaugural Indian F1.

The offer is valid till 30th of September, 2011. The promotion is also applicable on Shell Helix Ultra oil changes done from franchisee workshops of participating dealerships.

Shell has worked alongside Ferrari for over 60 years to produce and develop racing fuels and lubricants that optimise performance and efficiency. The engine of every Ferrari, whether it's a road car or racing thoroughbred, is lubricated by Shell Helix.

NOTES TO EDITORS

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 fourth consecutive year, Shell is the number one global lubricants supplier - selling more lubricants in 2009 than any other company in the world, with a 13% share of the market in volume terms (source: Kline & Company report: 'Competitive Intelligence for the Global Lubricants Industry, 2009 - 2019').

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.

To view the photograph, please click on the link given below:

Shell Helix provides the F1 fans and enthusiasts a once-in-a-lifetime opportunity to watch the inaugral Indian Grand Prix live and exclusive in October this year
For picture(s)/data to illustrate this release click below:

http://www.BusinessWireIndia.com/attachments/1(92).jpg
1(92).jpg


CONTACT DETAILS
Nidhi Malik, Shell Lubricants, + 9810120557
Madhavi Kochar, 20:20 MEDIA, + 919810788188
Chetna Sharma, 20:20 MEDIA, +91 8800598786

KEYWORDS
CONSUMER, MARKETING, AUTOMOTIVE, BUSINESS SERVICES, ENERGY, AUTOMOTIVE

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