Delivery and logistics service company, DTDC recently launched its latest campaign and got none other than Sourav Ganguly aka ‘Dada’ to star in it. The former Indian cricket team captain features in its campaign ‘Going Beyond the Parcels’ which is as boring and bland as a public service or government commercial.
Dada, who features only in the beginning and the end putting up pictures of himself on different occasions on the wall, gives a short monologue of the features of DTDC.
While the DTDC delivery people are transporting the parcels, it also shows the delivery guy going the extra mile to even help an old man put his hearing aids. This seems farther from the truth, as you never see a delivery guy lingering even a second after you sign the sheet.
Even the music can send you off to sleep. The song in isolation, sounds like an ad for one of the government departments highlighting its progress.
In the ad campaign conceptualised by Publicis India, Bobby Pawar, MD, CCO, Publicis South Asia, is trying to explain what they meant to do, “When Jigar, Srijan and team started working on the brief, we looked for the true meaning of the box. We realised it’s not just a container, but a carrier. Sometimes, it carries the joy of an unexpected surprise. Other times, the sigh of relief when what needed reaches on time. Or at times a quiet smile that blossoms from receiving a thoughtful gift or the triumphs of getting an order reach on schedule. This is what the campaign is based on.”
While the intention behind the message may be right, the execution seems very poor, with almost no creativity applied to it. Whether it is the brand, or the ad agency to blame, it cannot be said.
However, you may be forced to watch this ad as it will be playing across TV and will also being played at Cinema Multiplexes and outdoor advertising nationally.