|A still from the DHL's latest TVC|
DHL Express, the world's leading international express services provider, has launched its 360 degree interactive brand campaign with a TVC that draws parallels between the game of football and the business landscape. This exciting new brand campaign has been released during the Indian Super League (ISL) 2017 season for which DHL is an Associate Sponsor.
Anchored by three TVCs, the overall brand campaign is expected to engage over 500 million people across the country during five months of the ISL season. The campaign will leverage Print, Radio, OOH, In-Stadia and Digital activation initiatives to amplify the messaging and reach its consumer base beyond the 10 ISL cities and across the country.
The newly launched TV commercial is the first in a series of three TVCs that highlight DHL's core proposition of 'Excellence. Simply Delivered.' through rich visuals and use of light hearted humour. Each TVC showcases a different scenario in a football match, and is a metaphor to describing the challenges faced by businesses and how DHL as an expert enables them to overcome these hurdles. The use of humour is intended to provide a mood break to the viewers in between tense football matches and, at the same time, convey DHL's brand message.
R.S. Subramanian, Country Manager, DHL Express India said, "The single line brief for the campaign was to position DHL as an enabler that helps businesses overcome challenges in the marketplace and win. The creative treatment given to the campaign highlights our brand promise of Excellence. Simply Delivered."
Commenting on the campaign concept, Amit Chandra, Managing Director, Williams Lea Tag India, said, "We have designed the campaign to create brand resonance for DHL by communicating its message linked to football, which the ISL's target audience will relate to. We are confident that the use of humor and exaggeration through the match scenarios showcased in the TVCs will strike a chord with the audience."
his year's campaign is set to be bigger in scale and aims to reach an even larger audience through sustained outreach over the extended ISL season.
YouTube link: https://www.youtube.com/watch?v=tJK-MM7hID8DHL – The logistics company for the world
DHL is the leading global brand in the logistics industry. Our DHL family of divisions offer an unrivalled portfolio of logistics services ranging from national and international parcel delivery, e-commerce shipping and fulfillment solutions, international express, road, air and ocean transport to industrial supply chain management. With about 350,000 employees in more than 220 countries and territories worldwide, DHL connects people and businesses securely and reliably, enabling global trade flows. With specialized solutions for growth markets and industries including technology, life sciences and healthcare, energy, automotive and retail, a proven commitment to corporate responsibility and an unrivalled presence in developing markets, DHL is decisively positioned as "The logistics company for the world.
DHL is part of Deutsche Post DHL Group. The Group generated revenues of more than 57 billion euros in 2016.