We invited India’s truckers to become stars. We asked them to celebrate their truck by telling us how it had helped them achieve amazing feats in difficult situations.

Shell Rimula’s presence at all transport hubs and roadside eateries around 17 major Indian cities, including Mumbai, Delhi and Chennai, made it impossible for any trucker to miss the promotion

We travelled their journeys with them, with radio RJs calling for entries at high rotation and promoting a free call back system to get truckers telling their stories.

We encouraged participation via games and lucky draw coupons to make Rimula part of every stop.

All entries were celebrated via our radio with winning entries publicised via media interviews, advertising on radio, local newspapers and regional TV stations as well as winners' award ceremonies.

We gave the truckers the recognition they craved and made the winners and trucks heroes of the road.

We made Shell Rimula the trucker’s friend. We reached a literally always on the move audience that had previously been impossible to reach.

We interacted directly with 16,000 truckers (and have their contact details for retargeting next year). We touched them at 27 transport hubs and 87 roadside eateries.

We recorded 1,200 stories in just four weeks across Shell’s 17 priority markets.

The stories of our 7 winners reached 38m people.

Sales of Shell Rimula products are up 18% year on year.