BWI: Shell Helix Launches its New Marketing Campaign

Press release from Business Wire India
Source: Shell Lubricants
Monday, June 07, 2010 04:43 PM IST (11:13 AM GMT)
Editors: General: Entertainment, Sports; Business: Advertising, PR & marketing, Automotives, Energy companies, Sports; Automotive
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Shell Helix Launches its New Marketing Campaign


New Delhi, Delhi, India, Monday, June 07, 2010 -- (Business Wire India) -- Motorists across India will finally be able to see how Shell Helix helps to keep their engine 'clean on the inside', following the launch of a dramatic new advertising campaign by Shell Helix.

The new campaign for Shell Helix motor oils is spearheaded by a powerful TV commercial 'Crystal Car', produced by award winning director Ivan Bird. Together Shell and Bird have pushed the boundaries and produced an innovative and exciting advert that demonstrates with crystal clarity how Shell Helix can clean and protect engines whilst allowing the viewer to easily understand the cleansing power of Shell Helix.

The TV commercial features a group of Shell Helix experts building a unique transparent car. Built with painstaking accuracy, the car model makers ensured that the transparent model was an exact working replica of a motor vehicle. The transparent car body and motor was designed to best demonstrate the benefit of the oil as it works its way through the engine, with only the tyres and the spark plugs being opaque. The car is brought to life when an expert starts the ignition and during a split second we see the lubricant's journey through the transparent car engine, allowing the viewer to see Shell Helix in action like never before.

Leila Prati, Shell Helix Global Brand Manager, said, "The Shell Helix communication platform remains focused on the outstanding cleansing power of Shell Helix. Inspired by beautiful sports cars, we worked with very talented professionals to build a completely see-through car to demonstrate how Shell Helix works inside an engine to cleanse and protect it."

According to Donald Anderson, Country Head of Lubricants, Shell India, "Shell Lubricants has been known for its pioneering brand campaigns globally. With the current campaign, we are moving from the cut car campaign to showing even better how the oil works inside the engine.It has been our constant endeavour aim to provide not just products that work, but also to deliver technologically advanced products that meet customer needs better and faster. We hope that through this brand campaign, we can demonstrate that our lubricants technology is truly effective and that we can be the technical partner of choice for car manufacturers globally and in India."

Shell Helix Ultra is five times more effective than a regular mineral oil at removing sludge from dirty engines, and is designed to reduce daily wear and tear therefore helping engines last longer.

Notes to Editors

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 have leading lubricants research centres around the world: in Germany, Japan, UK, and the US, plus a new presence in India.

For the third consecutive year, Shell is the number one global lubricants supplier - selling more lubricants in 2008 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, 2008 - 2018').


CONTACT DETAILS
Madhavi Kochar, 20:20 MEDIA, +91 9810788188, Madhavi@2020india.com
Pooja Mehta, 20:20 MEDIA, +91 9811888423, poojamehta@2020india.com

KEYWORDS
ENTERTAINMENT, SPORTS, MARKETING, AUTOMOTIVE, ENERGY, AUTOMOTIVE

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