When tying up with a partner, what is of utmost importance is the positioning fit and will there be a long-term partnership. “With Shell, we have been able to successfully partner with Ferrari, which goes back 80 years as well as 500 races. We will use this muscle and leverage the strength we have globally and bring it to the Indian market,” says Mansi Madan Tripathi, CMO, Shell Lubricants India.
She further talks about why the brand is not tying up with an Indian brand to promote itself in India. Shell has also evangelised its Ferrari associated campaigns in the digital sphere and Tripathi diligently explains that the global reputation of Ferrari will help it sail in India.
In addition to this, Tripathi also explains the strategies that Shell is using to reach out to consumers who are from the non-sports arena.
To know more on what Tripathy has to say, watch the video