Shell Lubricants' Program Wins Gold Award in Marketing Loyalty & Engagement Awards

‘Shell Mechanic Samriddhi’ - A Mechanic loyalty Program by Shell Lubricants has won the Gold Award for ‘Best Engagement Strategy for a male audience’ category at the third edition of the Marketing Loyalty & Engagement Awards, Asia Pacific 2015 which was held at Shangri-La Hotel in Singapore.

Mansi Madan Tripathy, Chief Marketing Officer, Shell Lubricants India commenting on the win said, “This has been an exciting year for us at Shell Lubricants and this incredible recognition at an Asia Pacific level is a testimony of our commitment towards our core influencers. ‘Shell Mechanic Samriddhi Program’ was conceptualized as a unique and differentiated loyalty and engagement platform to connect with mechanics. The program aimed at strengthening our value chain further and increase recommendations for the brand. Utilizing the ‘simplicity and ease of use’ of basic 2G mobile technology, we created this integrated platform with a vision of making Shell the preferred brand for the top Indian mechanics and we are proud of the relationships we have fostered along the way. With an aim to extend our reach and provide benefits to all mechanics associated with Shell, we’d like to invite them to enroll for this year’s program.”

Shell Lubricants is the international market leader in finished lubricants. Brands like IKEA, Canon, Citi Bank were the main competitors in the same category. Shell lubricants also made its way in the top 5 finalists for the ‘Most Innovative Loyalty program’ category as well. Among others, 30,000 mechanics took part in the program and 15,800 were qualified for rewards and benefits. Shell Lubricants and Times Internet had together worked on the program design and its implementation.

Deepshikha Kiyawat, Sector Marketing Director-Asia Pacific, Kimberly-Clark; Frank Bornemann, Head of Marketing, Loyalty Programs and Provider Management, Asia Pacific, Lufthansa German Airlines and Nazia Hayat, Global Engagement Programs Manager, Lenovo Singapore were amongst the esteemed judges who were present in the Jury.