Saatchi & Saatchi India’s latest brand video for FedEx highlights the brand’s commitment to small and medium enterprises (SMEs). Titled ‘The Shipment’, the digital ad showcases the strength of the global logistics provider’s network, specifically in South Africa. The campaign capitalises on FedEx’s multi-year partnership with the Joburg Super Kings (JSK) cricket team and features players Faf du Plessis, Devon Conway, and Sibonelo Makhanya.
The video integrates humour and purpose, following South African SME owner Sibusiso as he struggles to ensure timely deliveries of his products. The three JSK cricketers star as quirky and flawed logistics providers, each attempting unusual shipping methods that ultimately fail. The ad emphasises that some tasks are best left to the professionals, with FedEx’s trusted global network ensuring goods are delivered reliably on time, multiple times a week, both in South Africa and globally.
Rohit Malkani, Chief Creative Officer at Saatchi & Saatchi India, commented, “For several years, Saatchi & Saatchi has been churning out great work for different cricket franchises. From conceptualisation to finish it has been a complete riot! We threw out 20 plus gags/devices before choosing the three featured in the video. Casting continued through Christmas and New Year and the video came together in Johannesburg under Roopali’s nuanced direction. Aman’s music was the icing on the cake. After that, I couldn’t think of a better way to start our 2025!”
“FedEx plays a significant role in empowering SMEs. We are proud to be the partner of choice for entrepreneurs, giving them the ‘#FedExFactor’ to succeed. The video displays how small businesses can rely on our expertise, speed and extensive network to deliver their products locally and internationally,” said Nitin Navneet Tatiwala, Vice President of Marketing and Air Network for FedEx Middle East, Indian Subcontinent and Africa.
Hindol Purkayastha, Head of North and East at Saatchi & Saatchi India, added, “We are super excited about this campaign for many reasons. Firstly, the trust FedEx placed in us to bring this idea to life, and second, the incredible results it’s delivering in an international market. This is just the beginning, and with so much more to come, we are gunning for the extraordinary. In today’s world, cricket fans remember content that stands out and delivering that with the same excellence that FedEx embodies globally, has been a sheer joy.”
The integrated campaign uses both digital and traditional media to emphasise FedEx as a reliable logistics provider with an expansive global network. This initiative aims to boost brand visibility, engage customers, and solidify relationships with SMEs across South Africa and beyond.
