Shell launches upgraded Helix Ultra Motor Oil with new packaging, meets 2025 API SQ standard

INDIA – Shell India has unveiled its enhanced Shell Helix Ultra motor oil, now meeting the advanced 2025 API SQ requirements, alongside a refreshed packaging design across its Helix range.

The launch is part of Shell’s global campaign, “Unleash the Power Within”, fronted by Scuderia Ferrari HP drivers Charles Leclerc and Lewis Hamilton.

The new formulation is powered by Shell’s proprietary PurePlus Technology, which converts natural gas into 99.5% pure base oil.

According to Shell, the lubricant delivers measurable gains, including up to 1.8% more engine power, 3.4% improved responsiveness, and 100% engine power retention, benefits that promise smoother drives, better fuel efficiency, and enhanced long-term engine health.

While the performance upgrade marks a major technical milestone, the brand has also placed significant emphasis on packaging design.

The redesigned Helix packs are engineered to improve shelf visibility, aid product navigation, and enhance consumer convenience.

The new look reinforces Shell’s strong partnerships with leading OEMs such as Maruti Suzuki, Hyundai, Nissan, and BMW M Motorsports.

“This launch marks a defining moment for Shell Lubricants in India. With Shell Helix Ultra now meeting the 2025 API SQ standard and our bold new packaging design hitting the shelves, we are celebrating two milestones that reflect our commitment to innovation and customer centricity,” said Amit Ghugre, Chief Marketing Officer, Shell India Lubricants.

The India launch was celebrated with a two-day event featuring fan engagement zones, a Ferrari pit stop showcase, and an exclusive BMW M Motorsports driving experience.

Packaging push in the lubricants industry

Shell’s move aligns with a broader trend in the lubricants sector, where packaging innovation is becoming a key differentiator.

In June 2024, Castrol India introduced its “Smart Pack” range, sleek, lightweight pouches designed to reduce plastic use and make handling easier for mechanics.

Similarly, TotalEnergies revamped its Quartz engine oil bottles last year with ergonomic designs and clearer labeling to improve consumer trust and usability.

In parallel, companies are also pivoting towards sustainability in packaging. ExxonMobil has been piloting recyclable lubricant containers in select Asian markets, while Valvoline recently announced plans to cut virgin plastic usage by 20% in its packaging by 2030.

With the upgraded Helix Ultra and redesigned packs, Shell reaffirms its dual focus on performance and consumer convenience, while also tapping into a fast-evolving packaging landscape where innovation, sustainability, and branding are increasingly interlinked.

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