The dreams and aspirations of heavy-duty truckers and farmers using tractors, who depend on diesel engine oil become more than subsituties for the unpleasant reality of their jobs in this emotion-laden campaign launched by SHELL RIMULA on 12th April 2016 at Frere Hall, Karachi.

 

Rimula, premium heavy duty engine oil has launched new campaign by the name of “Real Destinations” which emphasizes on the hard work of truckers and farmers they put in the every single day to fulfil their duties.

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Real Destinations represents the largest ever integrated marketing campaign from Shell Rimula and marks the latest step towards a more emotional global brand marketing approach. The campaign reveals the personal motivations and goals in the life of Pakistan’s truckers and farmers.

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Shell Rimula has consistently worked towards empowering its consumers by providing them with premium oils that ensure engine protection against wear and tear, making the journey towards reaching their dreams smooth, regardless of the driving conditions.

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Lovely stills from the shoot displayed during the launch ceremony

Commenting at the launch event of the Real Destinations campaign, Shell Pakistan Limited Managing Director Omar Sheikh said, “Farmers and truckers are crucial for the Pakistani economy and we applaud their efforts through the Shell Rimula – Real Destinations campaign. We acknowledge their hard work and perseverance and Shell Rimula stands by them every step of the way,” he said

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legendary Rahat Kazmi at the launch event reading out the TVC script for audience

The global campaign of Real Destinations has been localized and developed specially for this purpose. A television commercial is also produced to run in Pakistan by one of the most talented filmmakers of the country, Jamshed Mehmood (JAMI).

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The Team behind the entire launch of the event and campaign

The TVC which was showcased at the event highlighted the intricate balance of life in the consumer’s everyday life. The heart-tugging campaign will roll out in key markets like China, Russia, USA, Canada, Turkey, Brazil, Malaysia, South Africa, South Korea, Thailand, Colombia, Pakistan, Egypt, India, Indonesia and Vietnam.

P.s There couldn’t be any better place than Frere Hall to launch this campaign in Pakistan. #RealDestination it is

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Sadequain Art Gallery, Frere Hall