Saatchi & Saatchi India has launched “FedEx. The Move India Needs,” a digital brand campaign for FedEx featuring Chennai Super Kings players MS Dhoni, Ruturaj Gaikwad, and Urvil Patel.
The campaign features three films covering the automotive, healthcare, and e-commerce verticals, with trade lanes spanning the Americas, Europe, and Asia. Using what the release describes as tongue-in-cheek humor, each film follows a business scenario built around a recurring cue — “aise” — to convey ease of logistics.
The campaign leverages FedEx’s association with Chennai Super Kings and positions the brand as a logistics provider for Indian businesses expanding internationally.
“Indian businesses are creating meaningful ripples globally, and it is FedEx that helps them do that, that too India mein baithe-baithe,” said Nisheeth Srivastava, Senior Executive Creative Director (North & East), Saatchi & Saatchi, BBH and Propagate.
“We have crafted 3 stories and CSK players act as the storytellers to the audience. The scale and nature of SMEs have been carefully chosen to bring out the capabilities of FedEx. Even the style of the films is tailored to bring out the pace with which these SMEs operate and of course a little chuckle is guaranteed.”
“With ‘FedEx. The Move India Needs,’ we’re bringing to life how Indian businesses can go global with greater ease and confidence,” said Nitin Navneet Tatiwala, Vice President of Marketing, Customer Experience, and Air Network, Middle East, Indian Subcontinent, and Africa (MEISA), FedEx.
“By combining our CSK association with relatable business stories, the campaign highlights how FedEx enables seamless, reliable, end-to-end logistics.”
Credits
CEO: Paritosh Srivastava
Planning: Ankit Sharma, Harsh Vikram
Creative: Rohit Malkani, Nisheeth Srivastava, Debanjan Basak, Vikas Gaur, Sumit Sond, Vibhanshu Verma, Srijoni Ghosh, Sayon Chatterjee, Nuzhath Enayath, Joya Mittal, Aaron Almeida, Rohit Raj, Mohak Sharma, Arun Saini, Shubham Tyagi
AM: Himanshu Saxena, Hindol Purkayastha, Vidushi Singh, Shakti Tokas, Harsh Girdhar, Himalika Kothari
