Shell Fuel Economy Refresh campaign launched

  • May 16, 2013
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The Shell Fuel Economy Refresh campaign seeks to educate drivers the benefits of using Shell fuels and about economical driving techniques

Shell fuel pump

Shell may very well be the only international company to be granted approval by Government of India to retail fuel in India. However, to tap the full market potential and distinguish itself as a mass market oil supplier in India, Shell has to appeal to the average customer as well and not just to its high performance fuel clientele.

For this purpose, the company has launched its ‘Shell Fuel Economy Refresh’ campaign that seeks to reinforce its commitment to fuel economy. At the heart of this campaign is the commitment of Shell Fuel Economy Formula which is designed to prevent the build-up of deposits that can harm an engine’s performance over time. 

Shell’s claims in the campaign state that its fuel is formulated with a combination of additives that are designed to maintain engine performance by keeping injectors clean, protecting valuable engine parts against corrosion and keeping engine fuel systems clean. 

However, if you were to analyse the matter, it would be extremely difficult to judge this claim about its fuel and would require rigorous and long testing to determine if the benefits are applicable in the real world. 

There are 5 fuel saving tips that Shell is promoting in its Shell Fuel Economy Refresh campaign:

Drive Smoothly – Avoid rapid acceleration and frequent braking

Drive in a higher gear – Changing up to a higher gear as early as possible keeps the engine spinning at a lower RPM thereby consuming less fuel

Reduce speed – Avoid driving faster than 110 km/h

Avoid Excessive Idling – Switch the engine off after 10 seconds or less idling

Avoid Over-Revving – Avoid over-revving the engine when changing gears 

These points will undoubtedly reflect in a change in the average fuel consumption of any automobile, and with driver practice they will be significant enough to be realised. 

To promote its campaign, Shell Retail has kicked off a comprehensive awareness and consumer engagement drive across all Shell fuel pumps. The company is initiating a campaign on radio and outdoor media to encourage vehicle owners to experience the benefits of Shell Fuel Economy across its product range and educate motorists about responsible driving behaviours.

“Shell is one of the first companies to make fuel economy claims on maingrade fuels. We have more than 100 years’ experience in helping the world’s drivers get more out of their fuel. The Shell Fuel Economy Refresh campaign goes that extra mile in demonstrating that through the use of these fuels and making a few simple changes to your driving habits, you achieve fuel economy.” said Ravi Sundararajan, Director & General Manager, Shell Retail India.

Also read: High octane fuel vs octane boosters

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