The Move India Needs’ marks Saatchi & Saatchi India’s latest digital brand campaign for FedEx. The campaign builds on FedEx’s commitment to supporting Indian businesses by connecting them to global opportunities through its extensive network and logistics expertise. It strengthens FedEx’s positioning as a one-stop global logistics provider and showcases its commitment to helping Indian businesses expand beyond borders. Leveraging FedEx association with Chennai Super Kings (CSK), the campaign brings to life how Indian businesses can expand beyond borders with reliable logistics support.
Rooted on the narrative of international growth, the story of the digital campaign illustrates through three films how access to dependable logistics can unlock new markets and accelerate international expansion. Powering this momentum, FedEx is positioned as a trusted enabler, facilitating seamless movement of goods that helps these businesses scale and truly shine worldwide.
The campaign uses tongue in cheek humour to highlight key verticals including automotive, healthcare, and e-commerce, and key international trade lanes such as the Americas, Europe, and Asia. Featuring CSK players MS Dhoni, Ruturaj Gaikwad, and Urvil Patel, the narrative brings relatable business scenarios to life with ‘huh’ to ‘aha’ moments in every script. The recurring cue ‘aise’ reinforces the ease and simplicity of choosing FedEx as a logistics provider.
Nisheeth Srivastava, Senior Executive Creative Director (North & East), Saatchi & Saatchi, BBH and Propagate, “Indian businesses are creating meaningful ripples globally, and it is FedEx that helps them do that, that too India mein baithe-baithe. We have crafted 3 stories and CSK players act as the storytellers to the audience. The scale and nature of SMEs have been carefully chosen to bring out the capabilities of FedEx. Even the style of the films is tailored to bring out the pace with which these SMEs operate and of course a little chuckle is guaranteed.“
Nitin Navneet Tatiwala, vice president of Marketing, Customer Experience, and Air Network, Middle East, Indian Subcontinent, and Africa (MEISA), FedEx, added, “With ‘FedEx. The Move India Needs,’ we’re bringing to life how Indian businesses can go global with greater ease and confidence. By combining our CSK association with relatable business stories, the campaign highlights how FedEx enables seamless, reliable, end-to-end logistics.”
