India Bike Week
India Bike Week (IBW) is the largest biking festival in India. With an attendance of over 10,000 biking enthusiasts, it was the perfect platform for the unveiling of Shell’s biggest breakthrough in bike oil technology, Shell Advance – made from natural gas.
To drive awareness of the launch prior to India Bike Week, we delivered a teaser campaign across radio, social, IBW emails and homepage takeovers on the IBW and Shell India websites. We also engaged India’s first female superbike racer, Alisha Abdullah, who excited her 130,000 fans with messages about #NewShellAdvance.
During the event we held live, interactive demos in the dedicated Shell arena. A ‘Punk Science Lab’, ‘Liquid Nitrogen Act’, games and product displays helped Shell to convey the benefits of Shell Advance to over 3000 festival goers.