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Shell Lubricants Flagship Program Bags The Gold Award at Marketing Loyalty & Engagement Awards 2015

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(L-R) Rajesh Manoharan, Channel Marketing Implementer, Shell Lubricants India; Panel Judge from Marketing Magazine; Aman Gautam, Channel Marketing Manager, Shell Lubricants India; Sharon Wan, Associate Brand Manager, Shell Helix, Shell Global and Shalini Kapur,  Product Head, Times Internet at the Marketing Loyalty & Engagement Awards, Asia Pacific 2015

The term ‘Shell Lubricants’ collectively refers to the Shell Group companies engaged in the lubricants business. Shell sells a wide variety of lubricants to meet customer needs across a range of applications. Shell’s portfolio of lubricant brands includes Shell Helix, Shell Rimula, and Shell Spirax, they are active across the full lubricant supply chain. Shell is one of the most diversified international oil companies in India's energy sector. It is a major private sector supplier of crude products and chemicals in India. With over 3,000 staff in the country, Shell has a technology center, a financial business services center and operates a joint venture of LNG receiving and re-gasification terminal. Shell Lubricants’ customers in India include Wartsila, Maruti Suzuki, Hyundai, Ford and Thermax.

Shell Lubricants, the global market leader in finished lubricants, has bagged the gold award for its flagship mechanic loyalty program 'Shell Mechanic Samriddhi ’ at the 3rd edition of the coveted Marketing Loyalty & Engagement Awards, Asia Pacific 2015 held at Shangri-La Hotel Singapore. The campaign win was under the Best Engagement Strategy for a male audience category. Conceptualized and facilitated by “Marketing magazine, Singapore”, Marketing Loyalty & Engagement Awards honor the best loyalty marketing strategies in the Asia Pacific region; recognizing marketing initiatives in three key areas – loyalty, engagement and relationship marketing. With the sole focus on the art of cultivating customer loyalty and engagement; its mission has been to elevate marketing standards and practices in the region.

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Launched by Shell Lubricants India from February – December 2014, the concept behind the award winning ‘Shell Mechanic Samriddhi Program’ was to design a loyalty program for mechanics with a view to reward their loyalty and build a long-term sustainable relationship with the mechanic community. Being a one of its kind disruptive innovation undertaken by any company in the Indian lubricant industry, the program employed blend of innovative communication and creation of multilevel engagement platforms to engage and enroll the mechanics. Shell lubricants continuously strives towards creating experiences and memories for consumers and influences through quality product deliverance and integrate each member of the value chain as brand ambassadors.

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