New Delhi:Shell Lubricants bagged the Silver award for their Shell Rimula ‘Mera Humsafar Meri Kahani’ campaign in the ‘Best On ground promotion by a network of Radio station for a client’ (Multiple Station) category at 4th edition of Golden Mikes Awards.
The other campaigns which were recognized in this category were from Mumbai Police & Idea Cellular. The eminent jury for the prestigious award included Bharat Patel from P&G, Amit Tiwari from Philips India and Monica Tata from HBO India amongst many other prominent personalities.
The concept behind the Shell Rimula ‘Mera Humsafar Meri Kahani’ campaign was to create an emotional connect between the hardworking trucker community & Shell Rimula. The campaign involved a 360 degree integration of ATL & BTL activities. The campaign was initiated with a launch of a TVC which focused on the challenging routes travelled by the trucker and showcased how Shell Rimula works in protecting the truck’s engine from wear.
The campaign extensively used radio platform to amplify the contest, playing most interesting stories shared by truckers across 7 states & 17 cities. The highlight of the campaign was that the truckers called & shared their stories of how their truck became their progressive partner in life. It resulted in interacting with 16,000 people among whom 3000 were truckers and Shell Lubricants was able to successfully record 1200 stories.
Happy on the occasion Mansi Madan Tripathy, Chief Marketing Officer, Shell Lubricants India said, “It’s a great sense of achievement to win this coveted recognition. It has been a fruitful year for Shell Lubricants having launched many innovative brand initiatives. At Shell Lubricants, marketing is about innovation in creating direct, real world connections with consumers. Shell Rimula ‘Mera Humsafar Meri Kahani’ is one such campaign which provided an innovative & engaging platform to build a one-to-one connection with truckers. The hardworking trucking community is seldom recognized; our campaign’s innovative approach not only gave them a platform to share their trucking stories but also gave them a lifetime opportunity to become local heroes. Shell Lubricants aim to build many such experiences that are personally relevant, memorable, interactive and emotional. It will be our continuous endeavor to deliver quality and value to our customers and further enhance our brand superiority”.
Building on our 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.