MAM
FedEx Express launches viral marketing campaign across India, Europe, U.A.E
MUMBAI: Express transportation company FedEx Express, a subsidiary of FedEx, has launched a region-wide viral marketing campaign across India, Europe and the United Arab Emirates (U.A.E.).
The campaign is designed to increase brand awareness and promote key FedEx brand attributes.
The campaign targets middle and junior management along with secretaries and administrative staff. It centers around five humorous FedEx TV advertisements, which showcase FedEx services in comical sketches set in everyday business situations.
The ads are available for viewing, download and to email to friends through a micro-website (www.relaxiwillmanage.com) and will be communicated to customers and prospects through banner advertisements on key websites, email communication, and the distribution of a CD-ROM. The campaign is specifically targetting Austria, Belgium, Denmark, Germany, France, the UK, India, Ireland, Italy, the Netherlands, Sweden, Switzerland and the UAE.
Four of the commercials have previously been aired in Germany MBA and Remind Me and India Crate and Chinese Boss. The remaining commercial Tom has only been aired in the US and is new to India, Europe and the U.A.E.
FedEx Express MD sales and marketing for India, Middle East and Africa, Jacques Creeten says, “Following the success of this campaign in the US and other markets where it is currently being rolled out, we decided to make it available to our customers and prospects in key markets across Europe, the UAE and India.
“This campaign allows us to promote the FedEx brand, and awareness of our services, to a wider audience in a new and innovative way. The launch is already proving to be hugely successful with the TV commercials on the website receiving more than 102.000 hits in the first weeks.”
Brands
Hardik Jhaveri named senior director marketing at Colgate-Palmolive Asean hub
Former Hill’s Pet Nutrition general manager returns to the company to steer marketing for South Asean from Kuala Lumpur
KUALA LUMPUR: Hardik Jhaveri has been appointed senior director marketing for the South Asean hub at Colgate-Palmolive, marking a return to the consumer goods major after a three year stint with Hill’s Pet Nutrition. He will be based in Kuala Lumpur and will lead marketing strategy for the region.
Jhaveri joins the role after serving as general manager at Hill’s Pet Nutrition in Taipei, where he led a cross functional team and oversaw the business with full profit and loss responsibility. The role placed him at the helm of operations in Taiwan, managing growth in what he described as a start-up style environment within a global multinational.
Before that, Jhaveri spent over a decade with Colgate-Palmolive across several marketing and innovation roles in Asia. As associate director innovation for Apac excluding China, based in Hong Kong, he led new product development and launches across multiple markets.
His portfolio ranged from developing specialised oral care products such as a diabetes focused toothpaste for the Indian market to launching premium oral care experiences under the Colgate Total brand in Australia. Alongside innovation, he also worked on launch planning, brand strategy and communications for the company’s oral care portfolio.
Earlier in his Colgate-Palmolive journey, Jhaveri held roles including marketing manager innovation, senior brand manager and brand manager. His work spanned urban and rural markets in Mumbai and customer development responsibilities in the Greater Kolkata Area.
Prior to his long association with Colgate-Palmolive, Jhaveri worked as brand officer home care at Unilever, where he helped drive marketing initiatives for the Rin detergent brand, including nationwide relaunch and on ground activation campaigns.
He began his career in advertising with Bates David Enterprise, working on brands such as IDBI Bank, The Leela Hotels and The Times of India.
Jhaveri holds a post graduate programme in management from the Indian School of Business and has also completed a level 4 diploma in wine from the Wine & Spirit Education Trust.
Announcing the move, Jhaveri said he is excited to begin his new chapter at Colgate-Palmolive’s South Asean hub and thanked colleagues and mentors who supported his journey at Hill’s Pet Nutrition.
