Shell Lubricants unveils the ‘Power of Partnerships’ campaign to celebrate industry collaboration and partnerships; Extends its brand promise of ‘Together, Anything is Possible’ to help the industry achieve operational efficiency together.
The global market leader in finished lubricants, Shell Lubricants recently launched ‘Power of Partnerships’ in Mumbai, to encourage industry collaboration and harness relationships to achieve operational efficiency together. The campaign is an extension of ‘Together, Anything is Possible’, the first global brand positioning for Shell B2B Lubricants, introduced last year.
Moving forward from the campaign, which first introduced the concept of reducing ‘Total Cost of Ownership’ (TCO)
1,
[1]‘Power of Partnerships’ aims to demonstrate the significance of powerful collaborations in advancing industries and helping companies overcome their challenges now, and in the future.
Highlighting the message of forging strong alliances, Shell launched ‘The Bat Doctor’ video, featuring Ram Bhandari, a celebrity bat doctor, who has made bats for leading cricketers in the country, such as Sachin Tendulkar, Sourav Ganguly, and Rahul Dravid, to name a few. The video demonstrates the importance of striking the right partnerships across situations to brew a solution for success; just as the cricketers’ bats were instrumental to their own.
Taking a step back, to move forward
As part of its renewed focus on building greater collaboration with customers, Shell Lubricants undertook a study to understand lubrication practices in the manufacturing and construction sectors in India. Findings reveal that India’s manufacturers are engaged and optimistic about Industry 4.0 technologies
[2], with 46 per cent of those surveyed anticipating that the resulting savings could exceed `33-million.
India’s construction companies, on the other hand, recognise the benefits of a proactive maintenance approach, but are not necessarily succeeding in its implementation. Nearly 86 per cent of those surveyed believe that effective equipment maintenance can lead to cost savings, but 82 per cent still feel that maintenance is often de-prioritised until there is a breakdown. An absence of senior management engagement in the importance of maintenance has become known as one barrier to effective preventative action.
The findings shed significant light on lack of expertise, third-party support combined with under-resourced teams, hindering the widespread uptake of new technologies and effective lubrication practices. There are also concerns about the implications on Total Cost of Ownership (TCO) with majority companies expecting TCO to increase as a result of introducing new technologies.
In light of this, collaboration will be key to unlocking progress. Optimising lubrication can have a significant impact on component life, maintenance costs, and unplanned downtime, and as such, can contribute to reduced Total Cost of Ownership (TCO) and improved equipment productivity.
from L to R : Gareth, Mansi Tripathy, Country Head of Shell lubricants India Cluster, Ram Bhandari- The Bat Doctor and Troy Chapman - Vice President, Global B2B and OEM Marketing , Shell Lubricants and the PoP launch
With the ‘Power of Partnerships’ campaign, Shell Lubricants, together with OEMs and industry experts, aims to help bridge the gap, with the industry knowledge, people and expertise, and strong relationships to help deliver value to customers and support them in daily maintenance challenges.
Speaking on the occasion, Troy Chapman, Vice President, Global B2B and OEM Marketing, Shell Lubricants said, “As a part of our continuing promise on building greater collaborations with our customers, Shell Lubricants has undertaken an extensive exercise to understand the current lubrication practices and core challenges that affect industrial operations. Companies realise that proper maintenance is important but are not set up to succeed. Maintenance teams are under strain, and lacking knowledge around effective lubrication. Hence, we are aligning our Global outlook to reach out to our customers better, offer our people expertise to ensure we can all power progress together.”
Ms. Mansi Tripathy, Country Head of Shell Lubricants India Cluster said, “This sharing of expertise will become only more valuable to help companies navigate the changes that lie ahead. We have helped companies in India achieve cost savings of close to `57-crores as of today, helping them enhance their competitive advantage.”
[1] Total Cost of Ownership (TCO) is defined by Shell Lubricants as the total amount spent on industrial equipment, including cost of acquisition and operation over its entire working life, including costs of lost production during equipment downtime
[2] Industry 4.0 technologies are defined as technologies that support the digitisation and automation of manufacturing operations (e.g. sensors, connected equipment, autonomous equipment, robotics, cloud based or big data-based technologies)