New Delhi, 15th Feb – Shell Lubricants, the global market share leader in finished lubricants has introduced its Shell Advance Ultra engine oil in new limited edition packs. Designed to showcase the brand’s vision for 2017, the new packaging aims at highlighting Shell Advance’s motor sports legacy and its decade long association with Ducati as the winning ingredient in their journey.

Shell Advance Ultra is Shell Lubricants’ most advanced range of motorcycle oils that, is manufactured through a revolutionary Gas-to-Liquid (GTL) process. Continuing the legacy of premium products and services, the collector’s packs is another initiative from the brand to establish a distinct product identity in the market. The smart butterfly pack is a one of its kind pack design being introduced by Shell Lubricants, a first by any lubricant brand in the country.

The new limited edition packs have been introduced for two distinct viscosity grades with Shell Advance Ultra 10W-40 and Shell Advance Ultra 15W-50. While the packaging design for Shell Advance Ultra 10W-40 captures the brand’s motor sport association with Ducati over the last 10 years and celebrates Shell Advance the winning ingredient in Ducati’s racetrack journey; the pack design for Shell Advance 15W-50 captures Shell Lubricants’ MotoGP journey.

As part of its renewed focus on creating greater customer interaction, the new pack designs have been introduced to capture the young consumer demographic. The new premium packaging design is part of the brand’s product strategy for 2017 to introduce a clutter breaking design and establish a distinct standout look for the products.

Speaking on the occasion, Mr. Neeraj Bhatia, Chief Marketing Officer, Shell Lubricants India said “Today innovation in packaging design is an important aspect of retail that not only helps in creating a distinctive identity breaking through the clutter but also engages consumers in a more meaningful way. At Shell Lubricants’ our aim has always been to communicate with our consumers and offer them something beyond just the product. Our new collector’s limited edition packs tell the story of Shell Advance as the winning ingredient in a biker’s journey. “