Blue Dart sets the motionless in motion

News Clip: Campaign India

19th October, 2020

Blue Dart India has appointed Network Advertising to handle its creative and media mandate.   

The first campaign by the agency has been launched and consists of three TVCs. The films show situations where proceedings are on pause until Blue Dart arrives. The three films are based in a hospital, office and home respectively.  

Ketan Kulkarni, CMO and head – business development, Blue Dart, said, “With a strong legacy of over 37 years, Blue Dart has built a solid customer base across diverse industry verticals such as banking, financial services, insurance, pharmaceuticals, medical equipment, consumer electronics, automotive, e-commerce etc., attributed to its exceptional customer service and customized solutions to every logistics needs. At Blue Dart, we have transported tons of essential shipments since the nation-wide lockdown by working round the clock to assure an uninterrupted supply across domestic and international markets. Our latest ad campaign plays on these strengths and highlights our commitment and resilience. We are elated to work with Network Advertising as a part of the Blue Dart family.  We are certain that our collaboration with Network Advertising will help deliver impactful campaigns backed by our value proposition and their expertise.”  

Vinod Nair, managing director, Network Advertising, said, "We are extremely delighted to have Blue Dart back in our fold after a brief gap. Blue Dart's addition as a client clearly reinstates its belief in our ability to understand their business. It also is a vote of confidence in our sound strategic thinking along with the teams execution and creative capabilities. We look forward to working with the Blue Dart family."    

Shayondeep Pal, chief creative officer, Network Advertising said, “We wanted to make Blue Dart a verb. So, what did we do? Often, our world comes to a standstill when critical shipments don’t reach us on time. It could be life-saving drugs or a much-awaited visa or a television. The idea, therefore, was to use freeze frames as a visual metaphor to highlight the stoppage of action at the receiver’s end. As soon as the shipment arrives, the world unfreezes and goes back to normal, thus underlining the idea – ‘We move so your world can move'.”  

The campaign will be promoted across platforms including traditional and digital mediums. The TVCs have been rolled out across multiple business and news channels and are being digitally activated.