Challenge

The brief was to create a master brand narrative in line with the brand's proposition of ‘Vehicles as anchors for life aspirations’.

The brand wanted to familiarize consumers and build preference for ‘brand Shell' – becoming a trusted partner to India in its energy transition journey.

Inspiration

Shell's mission is to inspire and move every Indian, no matter who or where they are. India is full of ambitious, optimistic people who believe that tomorrow will be better than today. It's a country of determined dreamers with boundless energy. As one of the most diversified international energy companies in the world, Shell wants to be a trusted partner to India and help build the country.

Idea

Wunderman Thompson India wanted to give Shell's mission a voice and bring alive their partnership and commitment to the nation. The campaign 'Great Things Happen When We Move' shows how the idea of mobility for an everyday Indian can transcend the mundane and be truly transformative. For many Indians, their vehicles play a significant role in making a socioeconomic impact for themselves and their families. The campaign is about people who use their vehicles to realize their ambitions by doing one simple thing – moving.

'Great Things Happen When We Move' celebrates India's dreamers and triumphs over big roadblocks and small bumps along the road. Research for the campaign indicated one particular set of consumers who moved confidently towards their dreams that captured the essence of the campaign idea – women.

In India, women face significant challenges in being free to move, and the aim of the campaign was to encourage Indian women to keep moving by telling the stories of three inspirational women – our lighthouses of the nation.

Growth

Shell India’s 'Great Things Happen When We Move' campaign, amplified the debate around International Women’s Day theme of challenging female stereotypes and received 13mn video views and generated $42.6mn in PR.

Yogita Raghuvanshi, India’s first woman truck driver
Geeta Tandon, Bollywood's leading stuntwoman
Sumitra Senapaty, Founder of Women on Wanderlust

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