MUMBAI: International express service provider DHL unveiled its campaign ‘DHL is the Way’, for this year’s Hero Indian Super League (ISL). The campaign also marks four years of partnership between the duo.
Conceptualised by The Digital Street, the campaign highlights how DHL traverses across the globe to help aspirations become reality. It encapsulates the role DHL Express plays as an ‘Enabler of Global Trade’, and is aligned with ISL’s commitment for enabling the Indian talent to go global in the international football scene.
The message has been revealed through a TVC that shows an endearing relationship between a father and his injured son. It weaves a beautiful story around how the father goes out of his way to get a shoe autographed by a famous football player and then trusts DHL to carry it across continents to make a special delivery on the son’s birthday.
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In addition to the TV commercial, this campaign will also leverage multiple avenues spanning print, radio, out-of-home, in-stadia football matches, ambient, and digital mediums.
The Digital Street founding partner and chairman Pratap Bose said, “Through its exceptional service quality, DHL is known for bringing hope and delight to its customers. The creative thought behind this campaign highlights exactly that, blending special experiences with a continuous endeavour to deliver with care. The campaign weaves a beautiful story of a caring father-son relationship and the role played by DHL in fostering a personal connection to bring them closer. The commercial was created with an intent to stand out in the minds of consumers, and hence allow them to connect better with the brand’s values.”
As per the brand the core message of the campaign– ‘Where there is a will, we are the way’ is targeted at DHL’s SME customer base. It illustrates how in the complex global business environment, DHL helps SMEs fulfill their dreams by connecting them to 220 countries with ease and opening many business opportunities.
DHL Express India vice president – commercial Sandeep Juneja said, “At DHL, we see ourselves as enablers for our customers in global trade. Therefore, we are always finding new solutions to make Indian SMEs more competitive. When we are done solving complex supply chain problems, our customers should see it as ‘Excellence Simply Delivered’. Thus, the new campaign – ‘Where there is a will, we are the way’. With this, we want to strike an emotional chord and go beyond business conversations.”
