DHL Express to use OOH, other media to promote partnership with Hero Indian Super League
By M4G Bureau - December 04, 2018
The ‘DHL is the Way’ campaign will leverage multiple avenues spanning print, radio, Out-of-Home, in-stadia football matches, ambient and digital mediums
DHL Express, the world’s leading international express services provider, has unveiled its campaign ‘DHL is the Way’, for this year’s Hero Indian Super League (ISL). This campaign marks the fourth year of partnership with ISL, the world’s fourth largest football league. The campaign highlights that aspirations can become reality and about how DHL traverses the globe to help these aspirations come true.
The idea is to encapsulate the role DHL Express plays as an ‘Enabler of Global Trade’ and its alignment with ISL’s commitment to enabling Indian football talent to go global.
A television commercial has been developed as a part of the campaign, and is conceptualized by The Digital Street, a Social Street Group Company. It essentially narrates an emotional story of hope and joy and DHL’s role in delivering these to people.
The core message of the whole campaign: ‘Where there is a will, we are the way’ is targeted at DHL’s SME customer base. It illustrates how in the complex global business environment, DHL helps SMEs fulfill their dreams by connecting them to 220 countries with ease and opening many business opportunities. In addition to the TV commercial, this campaign will also leverage multiple avenues spanning print, radio, Out-of-Home, In-stadia football matches, Ambient and Digital mediums.
Sandeep Juneja, Vice President – Commercial, DHL Express India said, “At DHL, we see ourselves as enablers for our customers in global trade. Therefore, we are always finding new solutions to make Indian SMEs more competitive. When we are done solving complex supply chain problems, our customers should see it as ‘Excellence Simply Delivered’. Thus, the new campaign – ‘Where there is a will, we are the way’. With this, we want to strike an emotional chord and go beyond business conversations.”
Pratap Bose, Founding Partner and Chairman, The Digital Street, said, “Through its exceptional service quality, DHL is known for bringing hope and delight to its customers. The creative thought behind this campaign highlights exactly that, blending special experiences with a continuous endeavor to deliver with care. The campaign weaves a beautiful story of a caring father-son relationship and the role played by DHL in fostering a personal connection to bring them closer. The commercial was created with an intent to stand out in the minds of consumers, and hence allow them to connect better with the brand’s values.”