Network Advertising has retained Blue Dart's creative kitty after a pitch, which included three or more agencies. The account is in the region of Rs 5- 6 crore. Prior to the decision, two rounds of presentations had taken place. The presentations included a credentials round, coupled with strategy and creative.
Over the time, Blue Dart has tried its best to emerge out of the concept of box advertising, normally associated with courier companies. 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.