DHL, one of the world's leading express and logistics companies, has launched its new Asia Pacific television commercial – 'For Amy' – in India. Part of the third phase of DHL's award winning 'No One Knows Asia Pacific Like We Do' advertising campaign, the new TVC focuses on India and has been on air in India since November 1, across major TV channels in five languages – English, Hindi, Telugu, Tamil and Bengali.
Conceptualised by Sonal Dabral, Chairman and Executive Creative Director, Ogilvy & Mather, Singapore, and produced and developed by Ogilvy & Mather,
Singapore, the TVC was shot across the globe with a special focus on India.
"We are delighted that India is the focus of DHL's new commercial for the region. The making of this commercial was a truly global effort. It traces the story of the Indian garment industry – the pride and passion of creativity and the variety of skills, expertise, craftsmanship and logistical support that is required to make the perfect garment for the end consumer – a very special person who could be based at the other end of the world," said Ramesh Natarajan, Head-Marketing, DHL Express India.
"The commercial reflects DHL's global expertise in the textile industry. Our special services like Import Express, Export Express, Fashion First and Express Pallet among others are specially designed to meet the needs of the global garment industry," he added.
Through the TVC, O&M has endeavoured to showcase DHL's extensive global network and expertise that manages the most complex supply chain networks to bring the perfect garment from across the world for Amy, portrayed in the commercial as a young woman in New York. The commercial highlights DHL's knowledge of industries and supply chains, which is evident in the manufacturing, and delivery of a special garment for Amy.
The Asia Pacific region has emerged as the manufacturing hub for the entire world, and "For Amy" draws on a typical clothing supply chain network and explains the complex steps involved – from sourcing the button in China, production in India, to consumer purchase in New York.
Chris Callen, Country Manager, DHL Express India Pvt, said, "There is an old Indian saying that on every grain of rice is a person's name, and that grain of rice makes its way to that person eventually. DHL's new TVC 'For Amy' is based on the same belief and reflects the story of how a piece of garment finally makes its way to the end consumer. The TVC also reflects the premise that DHL's resources translate into knowledge. DHL knows Asia – its geography, people, cultures and way of doing business, and this is embodied in the line No One Knows Asia Pacific Like We Do."