Machine Tools

Shell Lubricants unveils the ‘Power of Partnerships’ Campaign


Shell Lubricants recently launched “Power of Partnerships” in Mumbai, to encourage industry collaboration and harness relationships to achieve operational efficiency together. The campaign is an extension of ‘Together, Anything is Possible’ (TAIP), the first global brand positioning for Shell B2B Lubricants, introduced last year. Moving forward from TAIP which first introduced the concept of reducing ‘Total Cost of Ownership’ (TCO), ‘Power of Partnerships’ aims to demonstrate the significance of powerful collaborations in advancing industries and helping companies overcome their challenges now and in the future.

Highlighting the message of forging strong alliances, Shell launched ‘The BatDoctor’ video, featuring Ram Bhandari, a celebrity bat doctor, who has made bats for cricketers like Sachin Tendulkar, Sourav Ganguly and Rahul Dravid, to name a few. The video demonstrates the importance of striking the right partnerships across situations to brew a solution for success; just as the cricketers’ bats were instrumental to their own.

With the ‘Power of Partnerships’ campaign, Shell Lubricants, together with OEMs and industry experts, aims to help bridge the gap, with the industry knowledge, people and expertise, and strong relationships to help deliver value to customers and support them in daily maintenance challenges. Shell offers its expert technical services, including a mobile chat application called LubeChat, designed to help customer’s upskill their teams and provide the services they need to implement

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