Conceptualised by Publicist, the brand has tried to touch the emotional chord of consumers in its first-ever integrated campaign. Sourav Ganguly has been roped in as the brand ambassador
BestMediaInfo Bureau | Mumbai | January 31, 2017
DTDC Express, a logistics solutions provider, has launched its new integrated brand campaign featuring its brand ambassador, former skipper of the Indian cricket team, Sourav Ganguly. Publicis has developed and designed the ad ‘Going beyond the Parcel’. The new brand campaign with Ganguly brings out the credentials of DTDC’s vast network, its extensive service offerings with a commitment to go that extra mile to ensure that every customer’s parcel reaches its desired destination on time with utmost safety and security.
Highlighting DTDC’s philosophy behind its positioning, Abhishek Chakraborty, Executive Director, DTDC Express, said, “Every parcel brings with it a bagful of emotions for the customer in the form of anticipation, excitement, love, relief or aspiration. And for our business partners it often serves as a medium to realise their pride and ambition. DTDC is not merely in the business of transferring things efficiently from point A to point B. By delivering all these and more to the remotest of corners in the country at affordable rates, we are helping realising aspirations, beyond any boundaries.”
It is for the first time that the brand has come out with an integrated campaign after a period of 27 years. Explaining the reason for doing a campaign now, Chakraborty said, “We wanted to start the New Year with a renewed vigour and take this opportunity to re-establish a mammoth theme that we have set out to run through the course of this year, which is our core mission of ‘delivering value’.”
He said, “DTDC is a brand that is built on ‘humane ethos’ that resonates directly with its vast network of more than 10,500 franchisees spread across 11,000 pin codes across India and 20 countries worldwide. DTDC’s technology-driven innovations have further propelled greater customer satisfaction by providing end-to-end solutions starting from e-fulfilment to digitised last-mile delivery. At DTDC, we define progress by consistent endeavours of raising our standards of operational quality to achieve service excellence through hi-end automation. This enables DTDC to bring about a transformation in the way it delivers parcels across its network.”
Taking a deeper dive into the concept, Bobby Pawar, MD, CCO, Publicis South Asia, said, “When Jigar, Srijan and team started work on the brief, we looked for the true meaning of the box. We realised it’s not just a container, but a carrier. Sometimes, it carries the joy of an unexpected surprise. Other times the sigh of relief when what needed reaches on time. Or at times a quiet smile that blossoms from receiving a thoughtful gift. Or the triumphs of getting an order reach on schedule. This is what the campaign is based on.”
This brand campaign consists of a 90-second film and a series of shorter edits directed by Luv Kalla and his team from Bubblewrap Entertainment. The director has managed to bring out the warmth by capturing feelings and emotions of people from different regions across the country that would include small towns in the interiors of India coupled with bustling warehouses in the heart of urban India. The lyrics of this film have been crafted by Srijan Shukla and the soundtrack has been composed by Rajiv Bhalla.
The new brand campaign has been rolled out in the form of a TVC, which is being played at cinema multiplexes and outdoor advertising nationally. This film is also being digitally amplified via DTDC’s official social media channels like Facebook and YouTube.
Creative agency: Publicis
Chief Creative Officer: Bobby Pawar
Production House: Bubblewrap Entertainment
Director: Luv Kalla
Lyricist: Srijan Shukla
Music Composer: Rajiv Bhalla