The TVCs take inspiration from India’s fascination with movies and music, leveraging humour to engage with customers
BestMediaInfo Bureau | Delhi | April 30, 2012
After winning the prestigious FedEx account in a hotly contested multi-agency pitch, Percept/H is creating waves in the industry with the launch of their new ad campaign “Solutions Delivered”, released in April across the country.
The television ads highlight the brand’s ability to deliver a complete range of reliable shipping services to, from and within India and take inspiration from India’s fascination with movies and music, leveraging humour to engage with customers.
The TV commercials have been created under the creative leadership of Percept/H Chief Creative Officer Ryan Menezes and were directed by eminent film maker Raj Kaushal, and produced by Percept Pictures.
Says Ryan, “For the ‘Bandana’ ad, our strategy was to create branded entertainment to get a mass connect across India. And, as FedEx believes in keeping it real, we commissioned a real, emerging rock group, Shor Bazaar, to create a song exclusively for FedEx. The lyrics of the chorus in the video were written specifically to revolve around delivery, which is the core of FedEx’s business. A full length ‘music videotisement’ was also created that ran on YouTube. It was beautifully produced and directed by Raj and the Percept Pictures team, who really did justice to my script.”
According to the Director, Raj Kaushal “The ‘Bandana film’ shot over 2 days was set up like a rock show with a crowd of over thousands and a Jimmy Jib, and the ambience of a rock concert was recreated so perfectly that it left the crowd awestruck. 16 people from across India- Bengal, Punjab, North east and the south were cast to showcase the reach of the brand.”
Adds Prabhakar Mundkur, CEO, Percept/H, “What is unique about this piece of creative is the way this entire package of the song, its lyrics, the script of the music video precisely captures the core insight of the target group and seamlessly delivers the brands promise as a solution and the brand itself as a solution provider.”
The other film, ‘Scientist’, 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! This was a completely CG driven film executed by Prime Focus wherein 80% of the film was executed with high end graphics.
Commented Priti Chawla, Chief Production Controller, Percept Pictures, “To be associated with a brand like Fed Ex is surely a big win for us. We created two TVC’s that were challenging and creatively satisfying. We jammed with the creative team at Percept H to execute two daunting and distinctly different ideas. And the learning curve on this project was particularly significant. The Bandana TVC involved casting a live band, creating an exclusive track and pulling off a rock concert, apart from making a music video. And if that’s not enough of a task, the Scientist TVC was a highly CG-driven film, one of the few ads today with such sophisticated graphics. Overall, it was a great experience and we’re looking forward to an exciting future with Fed Ex.”
Elaborated 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.”