Celebrating the contribution of Shell Ustaad Mechanics and helping them achieve their dreams
INDIA: Shell Lubricants, the global leader in finished lubricants, unveiled its ‘Ab Duniya Dekhegi’ campaign today, positioning itself as a trusted partner and success catalyst for mechanics. The campaign celebrates the unyielding spirit, dedication and hard work ethic of mechanics, which has helped them hone their skills and make a name for themselves. Endorsed by renowned celebrity and biking enthusiast, Rannvijay Singha, the campaign has launched two new inspiring brand films that bring alive Shell’s commitment to mechanics in their ambitious journey towards success.
The inspiration for the first film was drawn from S. Mohanraj from Chennai who shared his journey with the brand. Mohanraj persevered in a single auto workshop for 12 years, upskilled himself through several pieces of training and certifications over the years. A resilient worker with an ever-positive outlook, he proudly calls himself “Bikes Ka Doctor”. With consistent hard work and support from Shell, he refurbished his workshop, which has now been running successfully for over eight years. A Shell loyalist, he aspires to expand his operations and own an even bigger workshop someday. The second film celebrates Mandeep Singh from Moga, Punjab who has found his life’s purpose in growing along with his community by training over a hundred youth with employable skills. To enable this dream further, Shell supported him by completely rebranding his workshop and recognized him as a regional coach, giving him a chance to train mechanics in Shell’s upcoming training meets.
“Being a biking enthusiast, I have known mechanics at very close quarters and always admired their experience and knowledge. I’ve had many an experience where I had to navigate out of a tough spot and had to play the role of a mechanic. I have the utmost respect for them and strongly believe that their contributions should not go unnoticed. I am, therefore, delighted to be associated with the Shell Advance ‘Duniya Dekhegi’ campaign that allows us to show our gratitude to mechanics and recognize their success,” said Mr. Rannvijay Singha.
Through this campaign, Shell aims to empower and celebrate mechanics, who have proved to be trusted advisors for bikers, playing a key role in oil change and maintenance decisions. Honing their skills over the years, many mechanics have transitioned from apprentice to auto experts and workshop owners, and Shell has been a part of their ambitious journey, helping them reach great heights. This has been made possible through Shell’s Ustaad Programme which supports mechanics’ business needs, including product and technology efficacies, training, and support tools. The program also offers them cash coupons on the sale of Shell Advance products, loyalty reward points on every oil change, access to training programs, and branded merchandise. Mechanics can download the ShareApp – Shell Advantage Rewards App, to avail the program’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, training, 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 labor. 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 deeply emotional ways”.
Click here to watch the films:
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2014 The Global Indian New Network (TGINN)