Shell Helix introduces F1 in India awareness program

The year is shaping up to be a historic year for Indian motorsports as India will host its inaugural Grand Prix on 30th October 2011 and will enter the big league of global motor-sporting nations. Shell Helix program aims at generating awareness, educating and engagement around India’s inaugural Formula One season. The 1st Formula One season in India is expected to catch the imagination of Indians across all age-groups with thousands of fans rallying behind this sport that has become synonymous with the fast and the fastest. Among the sports cars in India is Ferrari which has recently launched four models viz. Ferrari, Ferrari 599 GTB Fiorano, Ferrari 458 Italia, Ferrari California and Ferrari FF.

Mr. Donald Anderson, Country Head – Lubricants, Shell India Pvt. Ltd. said on the launch of promotion, “Shell Helix is closely associated with F1 from past 60 years and provides us with the extreme environment of Formula One racing for developing and testing our lubricant technology. 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.”

Shell Helix has kicked off a 360 degree nationwide activation initiative which involves a range of consumer, dealer, mechanic and distributor engagement programs across various channels i.e. TV, print, digital platforms and mass media advertising to educate and excite Indians about hugely popular global sport.

The communication plan is phased out in different stages and communicate Shell Helix’s historic technical partnership with Ferrari, Shell Helix will be sharing ‘factoids’ across various media platforms during the first and second phases of the campaign. Also, Shell Helix will share never seen before behind-the-scenes footage straight from F1 tracks and Ferrari labs sharing in-depth details of technologies used during the races.

Customers can participate in the Shell Helix F1 promotion by buying Shell Helix Ultra (4L) and Shell Helix HX7 (3.5L) packs and scratch the on-pack label to win assured prizes. The prizes include cash prizes of upto Rs 2000 or a free pack of Helix Ultra/Helix HX7 with the mega prize being a free ticket to witness the inaugural Indian F1.

The offer is valid till 30th of September, 2011. The promotion is also applicable on Shell Helix Ultra oil changes done from franchisee workshops of participating dealerships.

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