BWI: Shell Advance kicks off New Marketing Campaign

Press release from Business Wire India
Source: Shell Lubricants
Monday, April 04, 2011 03:22 PM IST (09:52 AM GMT)
Editors: General: Consumer interest; Business: Advertising, PR & marketing, Automotives, Business services, Energy companies, Media & entertainment, Transport engineering; Automotive
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Shell Advance kicks off New Marketing Campaign
Highlights enhanced Performance and Power of the Engine

New Delhi, Delhi, India, Monday, April 04, 2011 -- (Business Wire India) -- After the launch of the highly acclaimed 'Crystal Car' and 'Cut Car' brand campaigns, Shell Lubricants, the global market share leader in finished lubricants (Kline & Company), is set to unveil yet another advertising campaign focusing on Shell Advance 4 stroke portfolio based on RCE Technology. The campaign will focus on the biker community and riders will finally be able to see how Shell Advance protects their bike engines and keeps the engine clean in all types of road conditions.

The new campaign is spearheaded by a powerful TV commercial which highlights the unique and superior R.C.E. technology, which stands for Reliability of oil performance, Control via smoother gear shifts and Enjoyment of a low vibration ride. Since reliable performance comes from a protected engine, the new campaign will enlighten bikers on the role of Shell Advance in optimizing the power and performance of bikes which will help them perform to their peak potential.

According to Donald Anderson, Country Head of Lubricants, Shell India , "Through our brand campaigns, we at Shell Lubricants always try to showcase the latest global technologies which enable us to offer our consumers powerful performance and fuel efficiency. The new campaign highlights our advanced expertise so that vehicle owners are reassured that their engines are treated with the best care and protection. Shell Advance products have been uniquely formulated to keep the engine clean, giving better responsiveness straight out of the bottle, thus, facilitating enhanced efficiency and fuel economy of two-wheelers."

The campaign will include Shell Advance ULTRA, Shell Advance AX7, Shell Advance AX5 and Shell Advance AX3.

NOTES TO EDITORS

About Shell Lubricants

Shell is the global market share leader in lubricants with 13% of the market in volume terms, according to the international market research firm Kline. The company makes and sells more than 3,000 different lubricants to meet customer needs across a wide range of applications. These include consumer motoring, commercial transport, mining, food processing and power generation.

Shell Lubricants has five lubricants research and development centres in the UK, Germany, France, the US and Japan.

Shell's portfolio of lubricant brands includes Shell Helix, Shell Advance, Shell Rimula, Shell Rotella, Shell Tellus, Shell Cassida, Shell Spirax, Pennzoil® and Quaker State®. Shell also owns a portfolio of car care products and Jiffy Lube® services.

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.


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

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