April 24, 2025; Mumbai, India: Saatchi & Saatchi India has crafted yet another out-of-the-box campaign for Federal Express Corporation (“FedEx”), the world’s largest express transportation company, reinforcing the global logistics leader’s commitment to entrepreneurs and Small and Medium Enterprises (SME) across India.
Titled ‘The FedEx Factor’, the campaign marks FedEx association with Chennai Super Kings (CSK) and features the teams’ star players. The film highlights Indian businesses that are making a mark on the global stage by transforming bold ideas into powerful businesses and the reliable international services provided by FedEx.
The story follows the journey of an ambitious Indian who stumbles upon an ancient bow, inspiring him to craft and export high-quality replicas worldwide. By combining his determination with the company’s strong logistics network, he transforms his business beyond borders, turning a simple yet out-of-the-box idea into a thriving global venture.
Set to a catchy soundtrack, the film underscores FedEx commitment to businesses of all sizes, by providing reliability and reach needed to take bold ideas to the world.
Speaking on the campaign, Rohit Malkani, Chief Creative Officer at Saatchi & Saatchi India said, “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!”
“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,” said Nitin Navneet Tatiwala, vice president marketing, air network, and customer experience, Middle East, Indian Subcontinent, and Africa, FedEx. “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, the campaign helps strengthen the connection between the FedEx brand in collaboration with CSK to deepen awareness and engagement.
