Shell Pakistan: Using Phygital Technology and a Movie Icon to Combat Counterfeits

According to estimates, in recent years, Pakistan’s illicit economy – which consists of everything from drugs, consumer goods, tobacco, foreign currency, to oil and lubricants – has thrived, costing over PKR. 2 trillion (about $7 billion) annually to its economy (see also ABN June 2025). Tax evasion related to illicit trade in tea, tyres, automotive lubricants, and pharmaceuticals has grown to c. PKR 160 billion per year. In such a scenario, brand protection becomes more critical than ever. This article covers Shell Pakistan’s strategy to combat this growing fight against fakes.

Shell Pakistan, a key player in the automotive lubricants market, was facing an ongoing problem: the increasing circulation of counterfeit and refilled products, many of which were made from recycled waste oils or contaminated base stocks.

Shell needed more than a simple label or code to address this issue. It required a tamperproof, scalable, and consumer-friendly authentication system – a phygital solution that could integrate seamlessly into high-speed production while remaining easily accessible to customers, both online and offline.