Top Story

e4m_logo.png

Home >> Advertising >> Article

Network Advertising retains Blue Dart's creative account

23-March-2005
Font Size   16
Network Advertising retains Blue Dart's creative account

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.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...