Network Advertising appointed as Blue Dart’s Creative and Media partner
Due to this pandemic and lockdown, everything in the country came to standstill including many services. But Blue Dart has been consistent in its support to the nation in this fight. As a Trade Facilitator, Blue Darters have been continuously and tirelessly working towards the safeguarding of the delivery of critical shipments across the country amidst the pandemic and guaranteeing the proper flow of the critical supply chain.
Blue Dart wanted to share the brand value proposition with its end consumers, as it went on making huge differences. For this Blue Dart has roped in Network Advertising. The agency instigated an ad campaign underlining the facets that give Blue Dart an edge in the logistics sector.
Mr. Ketan Kulkarni CMO & Head – Business Development, Blue Dart, said “With a strong legacy of over 37 years, Blue Dart has built a solid customer base across diverse industry verticals such as Banking, Financial Services, Insurance, Pharmaceuticals, Medical Equipment, Consumer Electronics, Automotive, e-commerce etc., attributed to its exceptional customer service and customized solutions to every logistics needs. At Blue Dart, we have transported tons of essential shipments since the nation-wide lockdown by working round the clock to assure an uninterrupted supply across domestic and international markets. Our latest ad campaign plays on these strengths and highlights our commitment & resilience.” He added, “We are elated to work with Network Advertising as a part of the Blue Dart family. We are certain that our collaboration with Network Advertising will help deliver impactful campaigns backed by our value proposition and their expertise.”
Vinod Nair Managing Director Network Advertising commented on winning the account, “We are extremely delighted to have Blue Dart back in our fold after a brief gap. Blue Dart’s addition as a client clearly reinstates its belief in our ability to understand their business. It also is a vote of confidence in our sound strategic thinking along with the teams execution and creative capabilities. We look forward to working with the Blue Dart family.”
Conceptualized and developed by Network Advertising, the ad campaign showcases three TVCs.
Shayondeep Pal, Chief Creative Officer, Network Advertising said, “To work on a brand like Blue Dart is always exciting as historically they have done some stellar work. Also, Blue Dart has a fantastic value proposition which no other domestic express courier company can claim. And that’s the reason when anything critical needs to be shipped, people say, ‘Blue Dart IT.’ We wanted to make Blue Dart a verb. So, what did we do?
Often, our world comes to a standstill when critical shipments don’t reach us on time. It could be life-saving drugs or a much-awaited visa or a television. The idea, therefore, was to use freeze frame as a visual metaphor to highlight the stoppage of action at the receiver’s end. As soon as the shipment arrives, the world unfreezes and goes back to normal, thus underlining the idea – ‘We move so your world can move.’ The film was shot under strict Covid protocol in Mumbai. The approach was to keep the feel as organic as possible, without leaning much towards computer graphics. Music plays an important role here as it accentuates the drama of ‘statue,’ popularized on the internet.”
The campaign is planned to be promoted across different traditional and digital medium platforms. The TVCs have been unfurled across news channels and multiple businesses and is made available on digital platforms such as Instagram, Facebook, YouTube, Hotstar and Inshorts to ensure extensive reach.