Monday, February 12, 2007

DHL will go ‘All the way’ in its new India push

Mumbai: DHL, the international express and logistics brand, has big-beam plans for the new-tiger markets of India and the Asia-Pacific Rim. Part and parcel of these ambitions is its new Asia-Pacific-specific ad campaign that the company will be unwrapping soon here, with the tag line: “All the way”. This replaces their ad sign-off: “No one knows Asia-Pacific like we do.”
The three TV spots called “CEO,” “Patience” and “Waiting” are created by Ogilvy & Mather, Singapore, and aims to deliver three edges for the DHL brand: easy to deal with, knowing and rewarding DHL customers, and innovative products and services.
The “Waiting” commercial opens with people from various walks of like such as workers in a manufacturing unit, a management guy, carpenter, receptionist, etc-all waiting. The super appears “Business won’t wait, so why should you”. Final persuader: “Speak to a real person within 3 rings. DHL-All the way.” This ad campaign will beam at the same time across Asia Pacific markets of India, Japan, Korea, China, Thailand, Taiwan, Hong Kong, Malaysia, Indonesia, etc. It will extend across traditional media and outdoor. Chandrashekhar Pitre, head of marketing, DHL Express India, says that in 2006, they had launched a campaign in partnership with the Hollywood flick Mission Impossible III. DHL Express has invested over $ 250 million in India over the last few years.11.7% and expected to push higher. Again, the emergence of private airlines in the aviation market has gone up by 60%.
11/02/07 Pritha Mitra Dasgupta/Daily News & Analysis