MUMBAI: International express services provider, DHL Express, has launched its 360-degree interactive brand campaign with a TVC that draws parallels between the game of football and the business landscape. The campaign was released during the Indian Super League (ISL) 2017 season for which DHL is an associate sponsor.

Anchored by three TVCs, the overall brand campaign is expected to engage over 500 million people across the country during five months of the ISL season. The campaign will leverage print, radio, OOH, in-Stadium and digital activation initiatives to amplify the messaging and reach its consumer base beyond the 10 ISL cities and across the country.

The TV commercial is the first in a series of three that highlight DHL’s core proposition of ‘Excellence. Simply Delivered.’ through rich visuals and use of light-hearted humour. Each TVC showcases a different scenario in a football match and is a metaphor for describing the challenges faced by businesses and how DHL as an expert enables them to overcome these hurdles. The use of humour is intended to provide a mood break to the viewers in between tense football matches and, at the same time, convey DHL’s brand message.

DHL express India country manager RS Subramanian says, “The single line brief for the campaign was to position DHL as an enabler that helps businesses overcome challenges in the marketplace and win. The creative treatment given to the campaign highlights our brand promise of Excellence, Simply Delivered.”

Williams Lea Tag India managing director Amit Chandra adds, “We have designed the campaign to create brand resonance for DHL by communicating its message linked to football, which the ISL’s target audience will relate to. We are confident that the use of humour and exaggeration through the match scenarios showcased in the TVCs will strike a chord with the audience.”

This year’s campaign is set to be bigger in scale and aims to reach an even larger audience through sustained outreach over the extended ISL season.