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FedEx graduates to delivering solutions in new ad campaign

24-April-2012
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FedEx graduates to delivering solutions in new ad campaign

FedEx Express, a subsidiary of FedEx Corp, has unveiled a new ad campaign in India that places strong emphasis on it being a trusted global brand when it comes to delivering solutions for all customer requirements.

The new campaign, entitled ‘Solutions Delivered’, was launched on April 20 in markets across India. The television ads highlight the brand’s ability to deliver a complete range of reliable shipping services to, from and within India.

“At FedEx, we go beyond delivering packages to provide solutions that bring joy – this is the essence of our latest ‘Solutions Delivered’ advertising campaign. We serve the diverse needs of customers across the country through our robust domestic network, and global connectivity with 31 weekly flights,” said Rakesh Shalia, Managing Director, Marketing and Communications, FedEx Express Middle East, Indian Sub-Continent and Africa.

The ads take inspiration from India’s fascination with movies and music, leveraging humour to engage with customers. Designed to reflect how FedEx understands the requirements of the Indian market, the ad campaign showcases two TVCs that use a mix of Hindi and English.

One of the ads features an emerging rock group, Shor Bazaar, and includes a full-length rock song created exclusively for FedEx that can be accessed on Facebook. The film features a humorous situation that emerges when the band needs special merchandise to be delivered to their fans across India for an upcoming concert tour.

The other film, which is reminiscent of a popular blockbuster movie, features a character who is trying to save the world from a crashing asteroid. The character is depending on complicated solutions, when he could simply use FedEx.

The commercials have been made under the creative leadership of Ryan Menezes, Chief Creative Officer, Percept/H. “FedEx delivers hope, happiness and joy. We wanted the advertisements to do the same, and I believe we’ve succeeded,” he said.

The ads have been directed by film maker Raj Kaushal while Prime Focus has developed the computer graphics.

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