New FedEx AdvertisingCampaign Emphasizes
April 20, 2012
MUMBAI, April 20, 2012— FedEx Express, a subsidiary of FedEx Corp. (NYSE: FDX) and the world’s largest express transportation company, today announced the launch of a new advertising campaign in India which places strong emphasis on being a trusted global brand when it comes to delivering solutions for all customer requirements.
The new advertising campaign, entitled “Solutions Delivered”, will launch on 20th April, 2012 in markets across India. The television advertisements highlight the brand’s ability to deliver a complete range of reliable shipping services to, from and within India.
The advertisements take inspiration from India’s fascination with movies and music, leveraging humour to engage with customers. Designed to reflect how FedEx understands the requirements of the Indian market, the advertising campaign showcases two commercials that use a mix of Hindi and English.
“At FedEx we go beyond delivering packages to provide solutions that bring joy—this is the essence of our latest ‘Solutions Delivered’ advertising campaign. We offer solutions that matter to our customers and push ourselves to exceed their expectations. We serve the diverse needs of customers across the country through our robust domestic network, and unparalleled global connectivity with 31 weekly flights. At our core we are real people working to make a difference in the lives of real people—at home, at work, or on the move,” said, Rakesh Shalia, Managing Director, Marketing and Communications, FedEx Express Middle East, Indian Subcontinent & Africa.
One of the advertisements features an emerging rock group, “Shor bazaar”, and includes a full-length rock song created exclusively for FedEx. The film features a humorous situation that emerges when the band needs special merchandiseto be delivered to their fans across India for an upcoming concert tour.
The other film, which is reminiscent of a popular blockbuster movie, features a character who is trying to save the world from a crashing asteroid.The character is depending on complicated solutions—when he could simply use FedEx.
The commercials were made under the creative leadership of Percept/H chief creative officer Ryan Menezes who said, “FedEx delivers hope, happiness and joy. We wanted the advertisements to do the same, and I believe we’ve succeeded.”
The ads were directed by eminent film maker Raj Kaushal. Prime Focus developed the computer graphics.