The international parcel courier firm, FedEx has unveiled a new campaign, ‘The FedEx Factor’, featuring Chennai Super Kings (CSK) cricketers, highlighting the company’s dedication to entrepreneurs and SME in India.
The campaign celebrates FedEx’s partnership with CSK and showcases the clubs’ key players. The video focuses on Indian firms who are building a name for themselves on a world scale by developing innovative ideas into powerful enterprises, as well as FedEx’s trustworthy international services.
The plot revolves around an ambitious Indian who discovers an old bow, which inspires him to create and market high-quality replicas throughout the world. By combining his tenacity with the company’s excellent logistical network, he expands his firm across boundaries, transforming a basic yet out-of-the-box concept into a successful worldwide enterprise.
Set to a catchy tune, the short highlights FedEx’s dedication to businesses of all sizes by offering the dependability and reach required to bring daring ideas to the world.
The campaign was crafted by Saatchi & Saatchi India. Rohit Malkani, Chief Creative Officer at Saatchi & Saatchi India, said, “FedEx is much more than a delivery company, they’re about fuelling bold business ideas. So, when we were handed a heady mix of cricket stars championing SMEs and delivering it in an inimitable FedEx style, we knew we had to go one better on our own JSK film! With players by our side, all we needed was an SME with an out of the box idea!! And much like Premanand himself, we had an eureka moment and the idea of exporting bows to Hollywood! The rest just fell in place with a quirky and fun film!”
Nitin Navneet Tatiwala, Vice President Marketing, Air Network, and Customer Experience, Middle East, Indian Subcontinent, and Africa, FedEx, said, “Our multi year association with CSK goes far beyond the game — it’s about connecting with audiences through shared values of trust, resilience, and performance. The digital film powerfully captures this shared spirit, and we’re proud to collaborate with Saatchi & Saatchi in crafting a narrative that reflects the heart of what we stand for.”
Hindol Purkayastha, Head- North and East, Saatchi & Saatchi India, added, “It takes a special client to buy into really differentiated work, so a big thanks to the FedEx MEISA team. The core idea of ‘Every out-of-the-box idea needs a box’ was a winner the moment we landed on it, and since then, it has been the most beautiful journey to bring this to life. Add to it the magic of Chennai Super Kings and its players, and you know you’ve created something that is going to stay. Thanks to everyone on the team for bringing this to life.”
Currently active on digital and social media, the campaign strengthens the relationship between the FedEx brand and CSK in order to increase awareness and engagement.