Ad Campaigns
Shell Lubricants’ Becomes A Partner In The Journey Of Truckers And Farmers Across India; Brings Them Closer To Their ‘Real Destinations’
Mumbai: With a desire to acknowledge and fulfil the dreams and aspirations of its consumers, Shell Lubricants, the global market share leader in finished lubricants announced the launch of ‘Real Destinations’- the company’s largest consumer led, integrated brand campaign for its ‘Rimula’ range of lubricants.
Connecting with all Rimula users through its global campaign, Shell aims to be a valuable partner in the journey of truckers, fleet managers, mechanics, farmers and small commercial vehicle (SCV) owners; and support them in reaching their real goals in life. The brand campaign highlights the everyday struggle, the rough journey and the real desires of the truckers and farmers in the country.
Shell’s passion and love for its consumers has been captured in the campaign tagline ‘Manzil aapki, saath humara’. The campaign captures the brand’s deep connection it shares with its consumers; and their journey to reach their real destinations in life. The key element of the consumer led brand campaign is to highlight the struggle experience by truckers and farmers. The campaign has seen designed keeping in mind the role Shell pays in their lives. Realizing that consumers depend solely on their trucks and tractors for their livelihood and that less downtime on the roads or in the fields, means more quality time for them with their families/real destinations. To showcase its deep understanding of a trucker’s life on the road Shell has also created a special film which captures the real life story of an Indian trucker. The heart-warming film captures the hard life of the trucker and his aspiration of giving his daughter her dream wedding lehenga; his ‘Real Destination’ in life. The film highlights the deep connection Shell Rimula shares with its consumers and the change the product’s savings has on their lives.
In addition to highlighting their stories, Shell has also created various on-ground avenues to meet its consumer’s face-to face, understand their struggles and ensure their welfare. Highlighting the message of health being an important pre-requisite; Shell has identified key hubs in transport nagars to create more buzz around the new campaign. Through health check-up camps for truckers and special Agri Pathshalas for farmers, Shell is creating new avenues to interact with their audience. While the health checkup camps have been aimed at creating a value for a healthy lifestyle among truckers; farmers have been introduced to new practices of farming and internet know-how by the brand. With an avenue to manage their crops better and gain additional knowledge with respect to their equipment; the Pathshalas were widely appreciated. The brand plans to connect with thousands of excited truckers and farmers, across the country, through these initiatives.
Driving meaningful conversations and engagement with its consumers; the brand aims to leveraged the campaign across platforms including TV, point-of-sale activations, Mobile, Radio and Digital. The central idea during these conversations is to invite, reward and recognize stories of real destinations in the lives of truckers, farmers and how they are striving to reach them.
Accompanying the brand’s revised positioning and messaging, Shell has also redesigned its Rimula product packaging, in direct response to its customer needs. The changes are aimed towards making the purchasing process easier for customers and increase the brand’s distinction in a cluttered marketplace. The latest designs are now easier to read, easier to understand, and therefore easier to use. The new design also looks at delivering practical solutions such as greater stability while stacking, reduced chances of spillage and product damage.
Speaking about the campaign, Ms. Mansi Tripathy, Chief Marketing Officer, Shell Lubricants India said, “For many of our customers, trucking/farming is the cornerstone of their life: a job that sees them work long hours, over long periods, for truckers often many miles/kilometers away from home, but ultimately provides for their family and loved ones. At Shell Lubricants, we understand our consumers and want to be an active part of their journey. With the ‘Real Destinations’ campaign, we have strived to reach our consumers better, listen to their stories and be a part of fulfilling their dreams. The campaign has been designed to strengthen and redefine the Rimula promise of being, a trusted partner in helping consumers save more money and reach their real destinations in life. It is notable to understand that engine oil plays a vital role in keeping their vehicles and business moving, yet despite this it remains a traditionally low-interest purchase. We want our consumers to feel celebrated, and the change is
Rimula’s positioning has been to make it more consumer friendly. The tactical changes in product designs have been made to ensure the best experience for our consumers. We hope to connect better and make a real difference in the lives of our consumers through this campaign”
Some of the prominent products in the heavy duty engine oil range from Rimula include Shell Rimula T5E 10 W 40 where there is a fuel saving of up to 3% or up to INR 40,000* annually. Shell Rimula R4 reduces engine wear up to 61%*, aiding in savings and getting the vehicle owner closer to his real destination.
*as per specific conducted tests
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
