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Blue Dart shortlists creative agencies for Rs.5-6 crore business

14-March-2005
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Blue Dart shortlists creative agencies for Rs.5-6 crore business

Blue Dart is on the lookout for a creative agency to handle its estimated Rs5-6 crore advertising account. The business currently lies with Network Advertising. Two rounds of presentations have already been down. Three agencies have been shortlisted for the same.

The presentations included a credentials round, coupled with strategy and creative. Blue Dart is expected to arrive at a decision in a couple of weeks. When contacted, the client preferred not to comment on the pitch process or the shortlisted agencies.

Over the time, Blue Dart has tried its best to emerge out of the concept of box advertising, normally associated with courier companies. Instead, the brand tried to leverage on the multitude of employees that actually handle those boxes. There were two commercials released by the brand in 2004 (by Network advertising). One, which depicted large people moving big packages (Large shipments. Blue Dart), while the second depicted a waiting bride (the groom gets caught in a traffic jam) with the witty tag line 'Should have used Blue Dart.' The rationale behind the two commercials was to break the common perception that courier or express companies are mainly `document' carriers. So while the large people ad sought to distinguish Blue Dart as an express company that can carry large shipments, the wedding commercial communicated the reliability leadership platform.

Blue Dart has quite a reputation as one of the largest air express, courier and logistics companies within South Asia. Currently, domestic business accounts for 80 per cent and the international business accounts for the balance 20 per cent. It has one of the most extensive domestic networks, covering over 13,700 locations, and service in more than 220 countries and territories.

It posted a 58.40 per cent growth in its net profit at Rs 11.12 crore in the quarter ended December 31, 2004. Income from operations for the third quarter of the year stood at Rs 121.45 crore, an increase of 35.21 per cent over the corresponding quarter of the previous year.

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