Saatchi & Saatchi India has unveiled a vibrant new campaign for Federal Express Corporation (“FedEx”), reinforcing the brand’s commitment to enabling India’s entrepreneurs and Small and Medium Enterprises (SMEs) to expand globally.
Titled ‘The FedEx Factor’, the campaign celebrates bold Indian business ideas reaching the global stage, supported by FedEx’s extensive and reliable international logistics network. In a creative tie-in with the Chennai Super Kings (CSK), the digital film features prominent cricket players from the team and highlights the synergy between sport, entrepreneurship, and FedEx’s global reach.
The narrative follows an imaginative Indian entrepreneur who discovers an ancient bow, sparking the idea to produce high-quality replicas for export. Backed by FedEx’s logistics capabilities, he successfully scales his business beyond borders.
Set to an engaging soundtrack, the film is designed to emotionally connect with viewers, showcasing the ambition, creativity, and drive of Indian SMEs.
Rohit Malkani, Chief Creative Officer at Saatchi & Saatchi India, shared, “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!”
Highlighting the brand’s broader goals, Nitin Navneet Tatiwala, Vice President Marketing, Air Network, and Customer Experience, Middle East, Indian Subcontinent, and Africa, FedEx, stated, “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 live across digital and social media platforms, the campaign enhances FedEx’s positioning as a growth partner for Indian SMEs, underlining its global capabilities and emotional connect with Indian audiences.
