MUMBAI: Express and Logistics company DHL has launched DHL Festival Express, an international air express service to deliver traditional Indian mithai and sweets overseas during Diwali.

DHL Festival Express is targeted at the growing number of Indian families who have relatives and friends living abroad, as well as corporates who wish to send their associates abroad a traditional Diwali gift pack.

DHL takes care of everything from procuring the fresh or canned mithai, providing robust packaging, managing all relevant documentation and customs clearances, and ensuring fast and safe shipment.

In order to create awareness about the initiative, the company will use print ads, newspaper inserts, Kiosks in malls. There will also be a below the line campaign- at DHL express centres and mails being sent to the top customers

Says DHL Express India country maanger Chris Callen, "Diwali is a festival unlike any other. A festival of lights. A triumph of good over evil that is celebrated with the exchange of sweets between friends and families. Following the runaway success of Mango Express and Rakhi Express, we gained a true measure of how important it is to bridge distances by sharing and savouring the inimitable flavour of India with near and dear ones living abroad.

"It is a common practice for relatives visiting India to carry back enough of their favourite mithai. Now with DHL Festival Express, they need not rue missing a trip to India during the festive season as the taste of Diwali is just a call away," he adds.