FedEx Express (subsidiary of FedEx Corp) has launched a new campaign called 'Solutions Delivered' which introduces the brand's first set of TV commercials for the Indian market.
The campaign has been created and conceived by Percept H.
In the first TVC, a lead singer of a rock band (Shor Bazaar) is checking with a crew member if their merchandise, consisting of bandanas, has been delivered to the audience. The crew member realises that he misheard the lead singer and sent bananas instead of bandanas. He assumes that since the merchandise had to be sent to aplenty of addresses in multiple cities, it wouldn't have been delivered as yet. But to his utter dismay, the merchandise is delivered on time. At the concert, the lead singer is flabbergasted at once to see audience waving bananas at him.
On the rationale behind the new campaign, Rakesh Shalia, managing director, marketing and communications, FedEx Express Middle East, Indian Subcontinent and Africa, said, "The new FedEx advertising campaign in India reinforces the confidence in our customers that FedEx, with its wide domestic and international coverage, is a trusted global brand when it comes to delivering solutions for all customer requirements. The ads aim at connecting the large Indian audiences with a global brand like FedEx."
Shalia added, "We have targeted these ads to be showcased during highest rated shows on general entertainment channels. Cricket is the flavour of this season and we have leveraged this by placing the ads during telecasts of IPL matches. We have expanded our reach through viral medium by making use of platforms like youtube.com."
WATCH the other TV commercial from the campaign here:
Agency: Percept H
Creative director: Ryan Menezes
Director of photography: Shiraz Bhattacharya
Director: Raj Kaushal
Media Agency: Allied Media