Shell Launches Fuel Economy Refresh Campaign

Updated: Friday, May 10, 2013, 10:57 [IST]

Shell has launched the ‘Fuel Economy Refresh Campaign', with an aim to promote Shell Super, a Shell product that helps improve fuel economy. Shell Super, available in both petrol and diesel variants, is a high quality regular maingrade fuel with Shell Fuel Economy Formula. This, Shell says, prevents the build-up of deposits in the engine, thus reduces friction, improves engine efficiency and increases fuel economy. More details can be found in the press release below.

Press release

SHELL RETAIL DEMONSTRATES ITS COMMITMENT TO FUEL ECONOMY

Launches Shell Fuel Economy Refresh campaign to help Indians learn how to save fuel and improve efficiency

Bangalore, May 09, 2013: Shell, the world leader in fuels, today announced Shell Fuel Economy Refresh, an important initiative to reinforce its commitment to fuel economy. As part of this campaign, Shell Retail India aims to emphasize the value of Fuel Economy and the long-term benefits of adopting fuel efficiency as a way of life.

At the heart of this campaign is the commitment of Shell Fuel Economy Formula, a breakthrough development in fuels technology that promises to help drivers go further. Shell Super, the petrol and diesel variation of the regular maingrade fuel, that is available in India, ensures greater fuel efficiency through superior quality

"Shell is one of the first companies to make fuel economy claims on maingrade fuels. We have more than 100 years' experience in helping the world's drivers get more out of their fuel. The Shell Fuel Economy Refresh campaign goes that extra mile in demonstrating that through the use of these fuels and making a few simple changes to your driving habits, you achieve fuel economy." said Ravi Sundararajan, Director & General Manager, Shell Retail India.

The cleaning system in Shell Fuel Economy is designed to prevent the build-up of deposits that can harm an engine's performance over time. Friction and build-up of deposits on the engine are known to cause engine operation problems. Over a period of time, fuel and lubricants tend to wear down the engine by leaving behind deposits causing poor driveability, power loss, increased exhaust emissions and thereby increasing the fuel consumption. The Fuel Economy Formula therefore helps maximise the amount of fuel energy that can be transmitted usefully to the wheels propelling the extra drive.

"The team of fuel technology experts are passionate about producing the best possible fuels for our customers' needs. They are constantly innovating to create some of the most advanced fuels in the world, says Loke Chee Hin, Technologist at Shell India. "In India, we are focused on helping our customers make the right fuelling decisions, therefore inspiring them to lead the way in fuel efficiency," he adds.

As part of the Shell Fuel Economy Refresh initiative, Shell Retail has kicked off a comprehensive awareness and consumer engagement drive across all Shell fuel pumps. The company is initiating a campaign on radio and on the Outdoor media to encourage vehicle owners to experience the benefits of Shell Fuel Economy across its product range. Additionally, a comprehensive orientation exercise, targeted at Shell's retailers, attempts to reinforce the Fuel Economy philosophy, therefore enabling them to guide customers meaningfully.

The different elements of the Shell Fuel Economy Refresh initiative seek to ultimately educate motorists about responsible driving behaviours and reiterate the importance of smart fuelling, for greater fuel efficiency.

Shell Fuel Economy is rooted in more than a century's worth of R&D innovation. Shell's fuel scientists have dedicated years of research towards making fuel as efficient as possible - reaching some significant milestones along the way.

The campaign goes live across all nine cities where Shell Retail India has operations, namely Bangalore, Mysore, Pune, Hyderabad, Chennai, Ahmedabad, Baroda, Rajkot and Surat.

For more information, please visit http://www.shell.com/ind/products-services/on-the-road/fuels.html

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About Shell India
Royal Dutch Shell is one of the largest and most diversified international investor in India's energy sector among all global integrated oil companies with nearly US$1 billion invested already. It is the only global major to have a fuel retail license in India. Besides being a major private sector supplier of crude, products, chemicals and technology to public/private sector oil companies, Shell also has key interests in lubricants, bitumen while operating an LNG receiving and re-gasification terminal, as well as a significant Technology center and a financial business services center.

About Shell Retail
Shell Retail is the only international company to be granted approval by Government of India to retail fuel in India. It currently has 64 operational sites across five states and nine cities including Bangalore, Mysore, Pune, Hyderabad, Chennai, Ahmedabad, Baroda, Rajkot and Surat.

About Shell Fuel Economy
Shell Fuel Economy is a differentiated maingrade offer for 2 and 4 wheelers and embodies Shell's commitment to offering customers high-quality fuels at competitive prices. Shell Super is designed to promote engine cleanliness resulting in improved engine efficiency. Globally, these maingrade fuels are available in 20 markets and in India, it is available across all Shell Retail sites.