Shell creates buzz for Helix motor oil at first-ever F1 in India

Shell launched an ambitious marketing plan in July, promoting its premium motor oil brand, Shell Helix, in conjunction with the first ever Formula 1 race to be held on Indian soil in October. The event will be held at the Buddh International Circuit near the capital city of Delhi. The nationwide marketing program involves a range of consumer, dealer, mechanic and distributor engagement programs across various channels i.e. TV, print, digital platforms and mass media advertising. The company has been involved with motor racing since the beginning of the sport and first joined forces with racing teams in the 1920s. 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. In September, Shell Lubricants will host a photographic exhibition depicting its successful partnership with Ferrari over the past six decades. 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.” “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,” said Shell India Pvt. Ltd. Country Head – Lubricants Donald Anderson. (July 26, 2011)