Saatchi & Saatchi India has launched a new campaign for FedEx titled “The FedEx Factor,” created in partnership with the Chennai Super Kings (CSK). The campaign highlights FedEx’s support for Indian entrepreneurs and SMEs looking to grow their businesses globally.
The digital film centers on an Indian entrepreneur who stumbles upon an ancient bow and decides to craft high-quality replicas for export. With the help of FedEx’s international logistics network, the protagonist transforms a niche idea into a thriving global business.
The film includes a soundtrack and features appearances by CSK players, aligning with FedEx’s support for small businesses expanding internationally.
“FedEx is much more than a delivery company, they’re about fuelling bold business ideas,” said Rohit Malkani, Chief Creative Officer, Saatchi & Saatchi India.
“So, when we were handed a heady mix of cricket stars championing SMEs and delivering it in an inimitable FedEx style, we knew we had to go one better on our own JSK film. With players by our side, all we needed was an SME with an out-of-the-box idea! And much like Premanand himself, we had a eureka moment and the idea of exporting bows to Hollywood. The rest just fell in place with a quirky and fun film!”
Nitin Navneet Tatiwala, Vice President Marketing, Air Network, and Customer Experience, Middle East, Indian Subcontinent, and Africa at FedEx, added, “Our multi-year association with CSK goes far beyond the game — it’s about connecting with audiences through shared values of trust, resilience, and performance.
The digital film powerfully captures this shared spirit, and we’re proud to collaborate with Saatchi & Saatchi in crafting a narrative that reflects the heart of what we stand for.”
Hindol Purkayastha, Head – North and East, Saatchi & Saatchi India, said, “It takes a special client to buy into really differentiated work, so a big thanks to the FedEx MEISA team.
Credits
Agency: Saatchi & Saatchi India
Chief Executive Officer – Paritosh Srivastava
Group Strategy Officer – Snehasis Bose
Chief Strategy Officer – Ekta Relan
Chief Creative Officer – Rohit Malkani
Branch Head (EVP North & East) – Hindol Purkayastha
EVP & Head of SSP – Prachi Bali
Creative
Executive Creative Director – Debanjan Basak
Executive Creative Director (Digital) – Sudarshan Sudevan
Creative Director (Copy) – Vikas Gaur (Scriptwriter)
Creative Director (Art) – Sumit Sond
Account Management
Vice President – Benny Thomas
Sr. Brand Services Associate – Mushkan Deora
Brand Partner (Digital) – Shakti Tokas
Associate Brand Director – Kriti Rawat
Sr. Brand Associate (Digital) – Avni Chadha
Strategy
Associate Strategy Director – Harsh Vikram
Films
National Films Head (Publicis): Jignesh Maru
Executive Producer (Agency): Rahebar Sonawalla
Production: Thirdfloor Films
Director: Jigar Fernandes
Executive Producer: Ankul Singh
