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' thereby becoming a trusted partner to India in its energy transition journey.
Shell's mission is to 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. And as one of the most diversified international energy companies in the world, Shell wants to be a trusted partner to India and help build this country.
Wunderman Thompson India wanted to give Shell's mission a voice and bring alive their partnership and commitment to this 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 bringing socioeconomic impact for themselves and their families. This campaign is about the people who used their vehicles to realise their ambitions by doing one simple thing - moving.
'Great Things Happen When We Move', celebrates India's dreamers, as well as their triumphs over both the big roadblocks and the small bumps along the road. Research for the campaign indicated that one particular set of consumers moved confidently towards their dreams and truly captured the essence of the campaign idea - women.
In India, women face towering challenges in being free to move. The aim of the campaign was to encourage Indian women to keep moving by telling the stories of three women - our lighthouses, our inspiration.
The expectation is for people to get familiarized with brand Shell and for an increase in brand affinity.
The ideal consumer response for the brand is - Shell powers my mobility which allows me to embark on the journey of achieving my dreams and aspirations.
