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Blue Dart ropes in Network Advertising as its creative & media partner

Launches Ad campaign ahead of the festive season, to display its capability and edge across Expres

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MUMBAI: Blue Dart has roped in Network Advertising as its creative and media partner to showcase the firm’s capability and edge across express logistics.  

The agency has launched a series of adverts highlighting how the logistics provider has ensured non-stop service even in the midst of the Covid2019 pandemic.

Blue Dart said it has been working tirelessly to guarantee the continuity of the critical supply chain, making a huge difference in the market, and it was time to reach out to the end consumers and share with them the brand’s value proposition.

Blue Dart CMO & head – business development Ketan Kulkarni said: “We have transported tons of essential shipments since the nation-wide lockdown by working round the clock to assure an uninterrupted supply across domestic and international markets. Our latest ad campaign plays on these strengths and highlights our commitment & resilience.”  

Network Advertising chief creative officer Shayondeep Pal said that through impactful campaigns and their expertise, the agency wants to make Blue Dart into a verb, to drive the point that the brand is synonymous with express courier service.

He went on to explain the concept behind the TVCs: “Often, our world comes to a standstill when critical shipments don’t reach us on time. It could be life-saving drugs or a much-awaited visa or a television. The idea, therefore, was to use freeze-frame as a visual metaphor to highlight the stoppage of action at the receiver’s end. As soon as the shipment arrives, the world unfreezes and goes back to normal, thus underlining the idea – ‘We move so your world can move.”

The films were shot under strict Covid protocol in Mumbai. The campaign will take a multimedia approach and will be promoted across various platforms including traditional and digital mediums. The TVCs have been rolled out across multiple business and news channels and are being digitally activated on Facebook, Instagram, YouTube & Hotstar as well as new age media such as Inshorts to ensure extensive reach.

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