‘Ab Duniya Dekhegi’- new campaign launched by Shell Lubricants
To position itself as a trusted partner and success catalyst for mechanics, the global leader in finished lubricants, Shell Lubricants, has unveiled its brand new campaign ‘Ab Duniya Dekhegi’. Shell Lubricants could make a name for themselves because of the unyielding spirit, dedication and hard work ethic of mechanics and this campaign celebrates them. The campaign has launched two new inspiring brand films featuring renowned celebrity and biking enthusiast, Rannvijay Singha. The films bring alive Shell’s commitment to mechanics in their ambitious journey towards success.
The first film takes its inspiration from S. Mohanraj from Chennai who shared his journey with the brand. In his journey, Mohanraj says that he upskilled himself through several pieces of training and certifications over the years whereas he earlier had a single auto workshop for 12 years. He proudly calls himself “Bikes Ka Doctor” and he is a resilient worker with an ever-positive outlook. His refurbished workshop has now been running successfully for over eight years with his consistent hard work and support from Shell. He aspires to own an even bigger workshop and expand his operations someday. The second film is inspired by the journey of Mandeep Singh from Moga, Punjab. He trains over a hundred youth with employable skills and has found his life’s purpose in growing along with his community. Shell supported him by completely rebranding his workshop, to enable this dream further, and recognised him as a regional coach, giving him a chance to train mechanics in Shell’s upcoming training meets.
Mr. Rannvijay Singha showing his utmost gratitude and respect for the hard work of the mechanics remembers his experience with such mechanics and the tough spot when he had to navigate and play the role of a mechanic himself. He says, being a biking enthusiast, he has seen their contributions and is delighted to be associated in such a campaign, where their success is being recognised.
The mechanics who have proved to be trusted advisors for bikers, playing a key role in oil change and maintenance decisions are being celebrated and empowered through this campaign. Shell has been a part of various ambitious journeys who have honed their skills over the years, many mechanics have transitioned from apprentice to auto experts and workshop owners. Shell has continuously been supportive and has helped them reach great heights. Including product and technology efficacies, training and support tools, this has been made possible through Shell’s Ustaad Programme which supports mechanics’ business needs. Under this programme, they are also offered loyalty reward points on every oil change, cash coupons on sale of Shell Advance products, access to training programmes, and branded merchandise. Mechanics can download the ShareApp – Shell Advantage Rewards App, to avail the programme’s benefits.
Mr. Raman Ojha, Country Head, Shell Lubricants, India, said “The ‘Ab Duniya Dekhegi’ campaign is not about brand Shell; rather, it is the celebration of the spirit of thousands of our ‘Ustaads’ who relentlessly work with us every day. Not only are they immensely talented, but their deep knowledge of the trade is also key to their expertise in knowing these complicated machines – bikes; often so well, that we proudly call them ‘Bikes Ke Doctor’. We all have dreams, aspirations and often times in life, simply need that little support that enables us to move Higher & Onwards! In their journey where they are driven by pure passion for bikes and their dreams to grow bigger, here is our attempt at doing our small bit in supporting our ‘Ustaads’ and ‘Bike Doctors’ to move closer to achieving their dreams of setting up bigger and more equipped workshops, mobility vehicles, providing employment support, trainings, and much more. Our call to them always will be- “Karo apne sapne sakaar””.
Titus Upputuru, Creative Head Taproot Dentsu Gurgaon, commented, “A mechanic’s daily life is full of grime, oil and sweat. He spends long hours in the sun. There is a lot of labour. When we started thinking about the direction, we wanted Shell to take, we were clear that we didn’t want to show the mirror to the mechanics. We decided to show the shine in the sweat. Because unlike earlier times, when people spent a lifetime to reach their goals, the current sentiment is to do a catapult to success. We believe ‘Duniya Dekhegi’ will help Shell Advance connect with the mechanics in deep emotional ways”.