BENGALURU: DP World, the global logistics partner of Royal Challengers Bangalore, as part of its Indian Premier League 2020 campaign, has created a TVC in which the brand talks about “delivering hopes, dreams, and aspirations to the people”.
The campaign has been conceptualised by Sonal Dabral and produced by Dubai-based agency, Déjà Vu. The whole film has been shot under the current prevailing conditions, including the bio-bubble of Royal Challengers Bangalore (RCB) in Dubai.
The TVC features RCB stars Virat Kohli, AB de Villiers, and Dale Steyn. The communication in this film has been mostly done at a subliminal level, by way of visuals, music, etc.
Vineet Kanaujia, chief marketing officer, subcontinent, DP World, said: “This is a first-ever TVC in which a logistics brand has tried to humanise logistics and establish its importance in people’s lives.”
Kanaujia added that logistics as a category has not been spoken about much. Though logistics is the backbone of the economy, it does not have an emotional connection with people. This is where DP World has made an attempt to establish a strong emotional connection with the audience, he added.
The company has focused on the emotional connect, and used jersey (for players as well as fans) as a metaphor, and establishing that it does not just move goods, but also hopes, aspirations, and dreams, he added.
