Shell India Launches Upgraded Helix Engine Oil With New Packaging And Campaign
Upgraded motor oil meets new API standards
Shell India has introduced an upgraded version of its premium motor oil, Shell Helix Ultra, engineered to meet the latest 2025 API SQ standard. The launch also brings a refreshed packaging design across the Shell Helix range, aimed at improving shelf presence and making it easier for customers to identify products.
The company said the lubricant continues to use its PurePlus Technology, which converts natural gas into base oil with high purity levels. According to Shell, the reformulated product is designed to provide long-term engine protection, maintain responsiveness, and support better efficiency.
Amit Ghugre, Chief Marketing Officer, Shell India Lubricants, said,
This launch marks a defining moment for Shell Lubricants in India. With Shell Helix Ultra now meeting the advanced 2025 API SQ standard and our bold new packaging design hitting the shelves, we are celebrating two major milestones that reflect our commitment to innovation and customer centricity. We are incredibly excited about this new chapter because today, we are not just unveiling a more powerful product; we are celebrating partnerships, performance, and progress.
New packaging and OEM partnerships
The redesigned packaging for Shell Helix highlights a modern look with improved functionality for easier handling. The new design is positioned to strengthen Shell’s visibility in retail outlets and provide greater clarity for consumers when selecting lubricants.
Shell continues to work with several original equipment manufacturers in India, including Maruti Suzuki, Hyundai, Nissan, and BMW M Motorsports. These partnerships underline its presence across both mass-market and performance-oriented segments of the automotive industry.
Global campaign rolled out in India
The lubricant launch is being accompanied by Shell’s global campaign, ‘Unleash the Power Within,’ which is being introduced in India. The campaign features Formula 1 drivers Charles Leclerc and Lewis Hamilton, marking the continuation of Shell’s long-standing collaboration with Ferrari that has spanned over seven decades.
The Indian launch event included interactive experiences such as a live Ferrari pit stop demonstration and a BMW M Motorsports driving session, drawing participation from auto enthusiasts, industry stakeholders, and customers.
Shell In India
India remains an important market for Shell Lubricants, given the size and diversity of the automotive sector. With the rise in vehicle ownership, growing preference for premium lubricants, and stricter emission and efficiency standards, the upgraded Helix Ultra is expected to find relevance among both personal car owners and fleet operators.
The focus on performance, efficiency, and protection aligns with trends in India where vehicle usage conditions range from congested urban driving to long highway runs. By introducing products aligned with global API standards, Shell aims to consolidate its position as a premium player in the Indian lubricant market while addressing evolving consumer and regulatory requirements.