Shell Lubricants has introduced its Advance Ultra engine oil in new limited edition packs. The new packaging aims to highlight Shell Advance’s motorsports legacy and its decade-long association with Ducati. 

Shell Advance Ultra is Shell Lubricants’ most advanced range of motorcycle oils that is manufactured through a Gas-to-Liquid (GTL) process. The butterfly pack is a one-of-its-kind pack design being introduced by Shell Lubricants, a first by any lubricant brand in the country.

The new limited edition packs have been introduced for two distinct viscosity grades with Shell Advance Ultra 10W-40 and Shell Advance Ultra 15W-50. While the packaging design for Shell Advance Ultra 10W-40 captures the brand’s motorsport association with Ducati over the past decade, the pack design for Shell Advance 15W-50 captures Shell Lubricants’ MotoGP journey.

The new premium packaging design is part of the brand’s product strategy for 2017 to introduce a clutter-breaking design and establish a distinct standout look for the products.

According to Neeraj Bhatia, chief marketing officer, Shell Lubricants India, “Today innovation in packaging design is an important aspect of retail that not only helps in creating a distinctive identity breaking through the clutter but also engages consumers in a more meaningful way. At Shell Lubricants’ our aim has always been to communicate with our consumers and offer them something beyond just the product.”

The limited-edition packs for Shell Advance Ultra 10W40 and Shell Advance Ultra 15W50 priced at Rs 827 and Rs 1051 respectively are available across the country.