Tag: Shell

Kuala Lumpur, Malaysia – Shell Malaysia has once again partnered with GrowthOps Asia to expand the much-loved Roger Hensem universe, launching four brand-new ‘quests’ that bring fresh adventures and even more surprises to Malaysian drivers. 

Starring renowned actor Datuk Remy Ishak, the campaign continues to hero Shell FuelSave’s promise — now extended beyond Shell FuelSave 95 to include the New + Improved FuelSave Diesel.

Building on the success of last year’s Shell FuelSave “Kembara Lebih Jauh” campaign, this year’s adventure kicked off with a teaser trailer on 8 March, setting the stage for a series of light-hearted, family-friendly escapades that showcase both the emotional and practical benefits of Shell FuelSave.

Episode 1, launched on 15th March, features Roger and his family heading out on an unexpected makan trip in their trusty Suzuki Jimny — proving that every journey can take you further with Shell FuelSave 95. 

Meanwhile, Episode 2, launched on 22 March, puts a festive spin on the series as the Hensem family unexpectedly wins a Ford Ranger — one of two grand prizes, alongside many more, that Shell customers stand a chance to win during the Hari Raya season when purchasing a minimum of RM50 of Shell FuelSave 95, New + Improved Shell FuelSave Diesel, as well as Shell V-Power 97 and Shell V-Power Racing, or purchasing items worth a minimum of RM10 in Shell Select.

The series will continue on 2 April, featuring an off-road father-daughter adventure powered by the New + Improved FuelSave Diesel, highlighting the emotional benefit drivers can get with the product’s ability to deliver up to 19KM more per tank. 

The final installment will offer a surprising twist, revealing Roger’s job, while connecting directly to Shell Fleet Solutions — demonstrating that whether for family, work, or fun, Shell FuelSave helps Malaysians go further. 

Said campaign is rolling out as a fully integrated effort through the year across TV, cinema, OTT, radio, outdoor, digital, social media, in-store, and more, ensuring Malaysians engage with Roger and his family across every platform.

Seow Lee Ming, general manager at Shell Mobility & Convenience Malaysia, said, “With the return of Roger Hensem, we wanted to take the adventure even further — quite literally — by introducing new quests and more ways for Malaysians to enjoy the benefits of Shell FuelSave. It’s our way of showing that Shell is always there for Malaysians, whether they’re commuting to work, heading home for Raya, or exploring new destinations.”

Meanwhile, Adzam Bahrin, regional creative director at GrowthOps Asia, commented, “Bringing back Roger Hensem is more than just a creative choice — it’s a strategic one. Research from the IPA shows that consistent, memorable characters drive stronger long-term brand impact. By expanding the Roger Hensem universe, we’re building on a proven asset, while adding fresh layers to keep audiences engaged and entertained.”

Following the success of the original Shell FuelSave ‘Kembara Lebih Juah’ campaign last year and subsequent loyalty campaigns like “Power Up” or “Always Better with Shell App”, this new chapter reflects Shell and GrowthOps’ ongoing commitment to creating high-impact, memorable campaigns that resonate with Malaysians. 

Kuala Lumpur, Malaysia – Shell has unveiled more rewards for customers through a loyalty campaign with creative agency GrowthOps Asia.

Shell and GrowthOps’ campaign builds on the ‘Quest For More’ campaign, focusing on the opportunity to unlock more rewards through purchases on the Shell App. 

Customers can increase their BonusLink points on the app through each purchase of fuel of items from Shell Select and Shell Café. During the campaign’s duration, users can gain significantly more points when buying Shell fuels.

Through the collaboration with GrowthOps, Shell also showcases its digital innovations and its commitment to improving customers’ digital experiences.

The campaign is running across digital-out-of-home, digital media, app, radio, CRM, and Shell’s retail stores.

“Identifying customer loyalty as the next step in our campaign journey with Shell was a strategic move rooted in the goal of building longer-term, value-driven relationships. The Quest For More campaign laid a solid foundation, and with this loyalty extension, we’re excited to offer Malaysians more reasons to choose Shell, not just for fuel but for a rewarding lifestyle,” Seow Lee Ming, general manager at Shell Malaysia, said.

“We are excited to continue the adventure with Shell. Through this campaign, we’ve created a dynamic experience that not only highlights the benefits of multiplying rewards via the Shell App but also celebrates the loyalty of Shell’s customers by making every visit more exciting,” Chris Greenough, general manager of GrowthOps Malaysia, commented.

Kuala Lumpur, Malaysia – Shell has partnered with GrowthOps Asia, a marketing transformation agency, to launch its latest nationwide campaign, ‘Kembara Lebih Jauh (Quest for More),’ encouraging Malaysians to embrace daily adventures.

The campaign features a film starring Malaysian film icon Remy Ishak as Roger Hensem, portraying a family man who embodies the spirit of adventure in his daily routine. Roger embarks on a journey that includes driving his daughter to a remote camping site, picking up his wife from downtown for a spontaneous date, and visiting his outstation-living parents.

Shell’s latest campaign film features an adventurous score reminiscent of films like Indiana Jones, skillfully infused with Shell’s iconic sonic branding. As the campaign unfolds, consumers will delve deeper into this cinematic universe, discovering more about the characters and the advantages of Shell FuelSave 95.

Launched by GrowthOps Asia, Shell’s lead creative agency, the campaign film will be broadcast nationwide on TV, cinema, outdoor, radio, social media, and digital platforms. 

Speaking on the campaign, Seow Lee Ming, GM of Shell Mobility Malaysia, shared, “Last year, we introduced our New + Improved Shell FuelSave 95 that delivers better by far fuel economy by up to 15 KM longer per tank*. This new campaign aims to go beyond our product benefits and connect with Malaysians by showcasing how Shell FuelSave 95 is part of their daily lives.”

Adzam Bahrin, regional creative director at GrowthOps, added, “Our inspiration came from the idea that ‘every day can be an adventure,’ or  ‘sebagai pekerja, kita hari hari jadi pengembara’. We wanted to create a campaign that resonates with Malaysians and celebrates this idea.”

New Delhi, India – Shell Lubricants, the oil product line of oil company Shell, has released a new campaign for its Shell Advanced product in India, honoring the drive and passion of so-called ‘Shell Ustaads’, or Shell-recognized new-age Indian mechanics.

Titled ‘Ab Duniya Dekhegi’, the campaign is narrated and endorsed by celebrity and biking enthusiast Rannvijay Singh wherein he narrates the stories of two successful mechanics who have dared to dream big and achieve significant milestones in their professional journeys. 

First one is Mandeep Singh from Punjab, where he trained more than 128 fellow workers and helped them find a decent livelihood as a way to solve youth unemployment in Punjab. Meanwhile, S.Mohan Raj from Chennai is also recognized, being given the nickname of ‘Doctor Of Bikes’, inspired by his childhood dream of being a doctor, and due to his surgical precision as a mechanic.

For Raman Ojha, country head at Shell Lubricants India, the campaign is not about the brand rather, a celebration of the spirit of thousands of the ‘Ustaads’ who relentlessly work since not only they are immensely talented, but their deep knowledge of the trade is also key to their expertise in knowing these complicated machines.

“We all have dreams, aspirations and oftentimes in life, simply need that little support that enables us to move higher and 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, trainings, and much more,” Ojha said.

Meanwhile, for Titus Upputuru, creative head at Taproot Dentsu Gurgaon, they hope that the campaign will help Shell Advance connect with the mechanics in deep emotional ways, as they recognize the long hours of labor, through grime, oil, and sweat from working under the sun.

Shell-Advanced-India-Taproot-Dentsu-Campaign-Key-Persons
(Left to Right) Raman Ojha, country head at Shell Lubricants India; Titus Upputuru, creative head at Taproot Dentsu Gurgaon; and Abhinav Kaushik, executive vice president at Taproot Dentsu

“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,” Upputaru stated.

Abhinav Kaushik, executive vice president at Taproot Dentsu commented, “Brands transcend from being transactional to emotional and inspiring only when they create that deep-rooted and inseparable bond with their customers and stakeholders. 

He added, “This campaign of Shell is not a campaign but a showcase of that bond between Shell and the whole community of mechanics who are intertwined with the brand. ‘Ab Duniya Dekhegi’ is all about the recognition, care, relationship, love and being a part of the holistic progress that impacts every sphere of a mechanic’s life.”

The campaign will be backed by engaging digital video content and influencer campaign for awareness build-up and engagement followed by experiential activation to connect with the mechanics.