FedEx launches new ad campaign

MUMBAI: Express transportation company FedEx Express, a subsidiary of FedEx, has launched a new ad campaign in India which places strong emphasis on being a trusted global brand when it comes to delivering solutions for all customer requirements.

The TVC of the new ad campaign, ‘Solutions Delivered‘, highlight the brand‘s ability to deliver a complete range of reliable shipping services to, from and within India.

The ads 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.

FedEx Express Middle East, Indian Subcontinent and Africa MD marketing and communications Rakesh Shalia said, "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."

One of the ads 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 merchandise to be delivered to their fans across India for an upcoming concert tour.

The other TVC 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 filmmaker Raj Kaushal. Prime Focus developed the computer graphics.

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