Saatchi & Saatchi India’s latest brand video for FedEx showcases the brand’s commitment to small and medium enterprises (SMEs). Leveraging the multi-year partnership between the Super Kings team, Joburg Super Kings (JSK), and FedEx, the video positions FedEx as the go-to global logistics partner for SMEs by highlighting its network in South Africa and across the world.
Titled ‘The Shipment’ the digital ad addresses the challenges SMEs face in ensuring reliable and timely deliveries and uses humor to position FedEx as a trusted logistics partner. The video follows Sibusiso, a passionate South African SME owner who faces challenges in getting his products delivered on time.
It features three JSK cricketers as quirky logistics providers, each attempting but hilariously flawed shipping methods. When those methods fail, the video clearly shows that some things are best left to the experts.
Under the theme ‘the #FedExFactor’, ‘The Shipment’ highlights that with a trusted global network, FedEx ensures goods are delivered on time, multiple times a week, in and out of South Africa.
Nitin Navneet Tatiwala, Vice President of Marketing and Air Network for FedEx Middle East, Indian Subcontinent and Africa, said,“FedEx plays a significant role in empowering SMEs. We are proud to be the partner of choice for entrepreneurs, giving them the ‘#FedExFactor’ to succeed. The video displays how small businesses can rely on our expertise, speed and extensive network to deliver their products locally and internationally.”
Hindol Purkayastha, Head of North and East, Saatchi & Saatchi India, said, “We are super excited about this campaign for many reasons. Firstly, the trust FedEx placed in us to bring this idea to life, and second, the incredible results it’s delivering in an international market. This is just the beginning, and with so much more to come, we are gunning for the extraordinary. In today’s world, cricket fans remember content that stands out and delivering that with the same excellence that FedEx embodies globally, has been a sheer joy.”
Through a combination of digital and traditional media touchpoints, this integrated campaign reinforces FedEx as a dependable global logistics provider with expert services and a network that can connect South Africa to the world. The campaign is part of a broader strategy to boost brand visibility, drive customer engagement, and strengthen relationships with SMEs across the region.
Team Credits
Agency: Saatchi & Saatchi India
- Chief Executive Officer – Paritosh Srivastava
- Group Chief Strategy Officer – Snehasis Bose
- Chief Strategy Officer – Ekta Relan
- Chief Creative Officer – Rohit Malkani
- Head- North & East – Hindol Purkayastha
- EVP & Head of Saatchi Propagate – Prachi Bali
- Vice President – Benny Thomas
- Executive Creative Director – Debanjan Basak
- Associate Strategy Director – Harsh Vikram
- Sr. Brand Services Associate – Mushkan Deora
- Brand Partner (Digital) – Shakti Tokas
- Sr. Brand Associate (Digital) – Avni Chadha
- Creative Team – Sumit Sond, Diwakar Singh, Nuzhath Enayath, Sayon Chatterjee
- National Films Head (Publicis): Jiggy Maru
- Executive Producer (Agency): Sagar B.
- Offroad films team:
- Director: Roopali Singhal
- Executive Producer: Khalil Bachooali
- Producer: Varun Mohta
FedEx India, Middle East, and Africa Team:
- Vice President, Marketing and Air Networks MEISA – Nitin Navneet Tatiwala
- MD Marketing, MEISA – Arthi Nagarajan
- Manager- Customer Engagement, MEISA – Biji Ramachandran
- Senior Marketing Specialist –Strategic Customer Engagement MEISA – Runa Badami
- Senior Marketing Specialist MEISA – Himanshu Shah
