We will invest more in digital and traditional media: Amit Ghugre, Shell Lubricants

Ghugre, Shell Lubricants’ Automotive Sales and Marketing Manager, spoke to e4m about new additions to the company’s marketing mix, plans to focus on upmarket markets and the brand’s new campaign.

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Nilanjana Basu

published – May 23, 2023 08:45

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3 minutes of reading

“One of our top priorities as Shell in India is to create brand awareness and preference for Shell as the master brand,” said Amit Ghugre, Automotive Sales and Marketing Manager, Shell Lubricants India in a conversation with exchange4media.

Ghugre also spoke about the company’s new campaign ‘Sapne Honge Apne’, the oil major’s vision for India and how they were going to increase ad spend in the country as the company and the world recover of post-Covid bags.

The influence of digital is making consumers more aware of the maintenance of high-end bikes and vehicles, leading the company to add consumer-centric brand building to its marketing, he said. “To our mix of marketing strategies, which has traditionally invested heavily in BTL activations and influencers, this year we are also adding a mix of consumer-focused branding exercises. The partnership with the ·film ‘Pathaan’ was meant to target not only the mechanical community but also the consumers.We will see in the coming days more investment from Shell Lubricants in creating consumer centric marketing campaigns.We are about to . I think it had to be preceded by a launch. of the right customer-centric portfolio. We’re aggressively building a portfolio of products, which are more consumer-centric and related to their needs.”

Shell Lubricants recently sponsored two teams in the Formula E race: Mahindra and Nissan. “In September, we have a partnership with Ducati at the Moto GP event. Historically, we have had a long partnership with Ferrari in the four-wheel segment, although they don’t have a circuit in India this year. But those are the partnerships with the best bikes, cars and competitions that we’re actively involved in and participating in,” he said.

On Shell Lubricants’ ‘Sapne Honge Apne’ campaign, Ghugre said, “We offer assistance to mechanics along with some branding opportunities as the shell brand adds credibility. The ‘Sapne Honge Apne’ campaign is an umbrella concept, where in We’re actually telling the mechanics what we know what you’re looking for, and Shell will be there to contribute to help them achieve those aspirations.”

On the impact of Covid and the recovery, he said: “Covid caused not a pause but a significant cutback. I don’t think it’s driven as much by other aspects as the commodity challenges. At the end of the day, they’re also affecting our NLP. Also, the new post-Covid realities of consumer media consumption is changing the dynamic.”

“But what’s exciting about this year is that we will significantly increase our investment in digital and traditional media as well, in that order. There will be more marketing campaigns primarily in the two-wheeler segment, which we believe is an opportunity important to us. We will definitely leverage our PR activity. But if we look at our target audience as truck drivers, for example, our focus will be more on engaging at the local level. If it’s two-wheelers, it will be more mass advertising via digital or offline because the goal is to reach consumers on a large scale.”

On the company’s strategy to enter tier 2 and 3 cities, Ghugre shared, “Historically, we have focused on metros or urban centers. That is where we are strongest. In tier two cities or three, we don’t have that. kind of presence, even in terms of distribution. But that’s going to be our focus, and so we’ve decided to invest in two-wheelers as our primary marketing investment option because this creates awareness and engagement in tier cities. This category is much more fragmented than the car segment.”

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