Cannes Lions

STANDARD OVERNIGHT DOMESTIC SERVICES

PERCEPT/H, Mumbai / FEDEX / 2012

Overview

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Credits

Overview

Description

In India, entertainment is the most easily consumed medium. Branded Entertainment provides a unique solution for brands looking for clutter-breaking solutions.

Branded Entertainment is big in India because of a fertile cinema industry (which produces a few hundred features a year), several hundred TV channels and a music industry largely dependent on the cinema industry. The third source of entertainment is cricket, which draws as much passion as soccer in other countries if not more, and provides one more avenue for branded entertainment.

Although we have a fledgling branded entertainment market, it is growing fast and is extremely versatile and competitive given the large numbers for entertainment in India and a population that virtually thrives on entertainment and cricket. It is a market where per capita consumption of entertainment is much higher than the per capita income.

Execution

Indians are crazy about music, and are always on the lookout for the latest band, song and ringtone. The content is inspired by India’s fascination with music, and leverages humour to engage with the audience. We commissioned a rock song from Shor Bazaar, an emerging independent Hindi rock band, exclusively for FedEx. We created a full-length music video for the song. The song was then released on music channels on TV, and on the internet as a music video, on radio as a song, and as a ringtone. A shorter edit of the song was released as ads on TV with a plug at the end driving the audience to view the entire video.

Outcome

FedEx delivers happiness and joy. Results indicate the campaign delivered the same. The song is endearing and is an independent hit on the Indian rock scene. The chorus has become an extremely popular ringtone in India.

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