MAM
DHL releases campaign for this year’s ISL
MUMBAI: International express service provider DHL unveiled its campaign ‘DHL is the Way’, for this year’s Hero Indian Super League (ISL). The campaign also marks four years of partnership between the duo.
Conceptualised by The Digital Street, the campaign highlights how DHL traverses across the globe to help aspirations become reality. It encapsulates the role DHL Express plays as an ‘Enabler of Global Trade’, and is aligned with ISL’s commitment for enabling the Indian talent to go global in the international football scene.
The message has been revealed through a TVC that shows an endearing relationship between a father and his injured son. It weaves a beautiful story around how the father goes out of his way to get a shoe autographed by a famous football player and then trusts DHL to carry it across continents to make a special delivery on the son’s birthday.
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In addition to the TV commercial, this campaign will also leverage multiple avenues spanning print, radio, out-of-home, in-stadia football matches, ambient, and digital mediums.
The Digital Street founding partner and chairman Pratap Bose said, “Through its exceptional service quality, DHL is known for bringing hope and delight to its customers. The creative thought behind this campaign highlights exactly that, blending special experiences with a continuous endeavour to deliver with care. The campaign weaves a beautiful story of a caring father-son relationship and the role played by DHL in fostering a personal connection to bring them closer. The commercial was created with an intent to stand out in the minds of consumers, and hence allow them to connect better with the brand’s values.”
As per the brand the core message of the campaign– ‘Where there is a will, we are the way’ is targeted at DHL’s SME customer base. It illustrates how in the complex global business environment, DHL helps SMEs fulfill their dreams by connecting them to 220 countries with ease and opening many business opportunities.
DHL Express India vice president – commercial Sandeep Juneja said, “At DHL, we see ourselves as enablers for our customers in global trade. Therefore, we are always finding new solutions to make Indian SMEs more competitive. When we are done solving complex supply chain problems, our customers should see it as ‘Excellence Simply Delivered’. Thus, the new campaign – ‘Where there is a will, we are the way’. With this, we want to strike an emotional chord and go beyond business conversations.”
Brands
Victorinox sharpens Swiss watch ambitions in India
From Jura precision to bold Indian launches, 2026 marks a serious horology push
MUMBAI: From pocket tools to precision timepieces, Victorinox is tightening its grip on time itself.
In 2026, the Swiss brand best known for its iconic Swiss Army Knife is turning the spotlight firmly on its watches in India. This is not a seasonal refresh or a cosmetic marketing tweak. It is a clear statement of intent: Victorinox wants to be recognised not merely as a dependable accessory brand, but as a serious Swiss watchmaker.
At the centre of this transformation lies Delémont, Switzerland. Since 2016, the company’s 17,800 square metre Watch Competence Centre in the Swiss Jura has brought every discipline of watchmaking under one roof. More than 200 Swiss specialists design, prototype, manufacture, assemble and test each timepiece in house. Bezels, cases, movement integration and final assembly are handled internally, ensuring quality control at every step.
Sustainability is also part of the story. The facility’s 2,750 square metres of solar panels generate around 500,000 kWh of clean energy each year. It is a blend of traditional horology and future focused responsibility.
Every Victorinox watch can take up to two years to move from design board to wrist. Each piece undergoes rigorous multi stage testing that goes beyond legal Swiss Made requirements. For Indian consumers, the message is clear: these watches are Swiss crafted, Swiss controlled and Swiss tested.
In India, the shift is being anchored by a new campaign titled “Spend Your Time Wisely”. Under the leadership of Debraj Sengupta, Managing Director Sales and Marketing, and Avirup Mukhopadhyay, Head of Marketing, Victorinox is positioning its watches as the emotional and technical core of its future strategy. Sengupta brings three decades of watch industry experience, including 15 years at Victorinox India, while Mukhopadhyay’s FMCG background adds a fresh consumer first approach.
The 2026 portfolio reflects that renewed ambition.
The Air Pro GMT Automatic is built for globally mobile professionals, tracking up to three time zones with ease. It pairs a refined GMT complication with everyday wearability, making it as practical in a boardroom as it is in an airport lounge.
The Concept One arrives in both automatic and solar powered versions. The solar models offer up to eight months of autonomy without light, while the automatic models deliver a 68 hour power reserve. It is a confident showcase of energy efficiency and mechanical know how.
For those drawn to the deep, the Dive Pro collection carries full ISO 6425 diver certification, with 300 metre water resistance, anti magnetic protection and serious shock resistance. These are purpose built instruments rather than lifestyle props.
Then there is the Square One, a bold square cased automatic that signals a more contemporary design language for the brand. It is confident, distinctive and refreshingly different.
Victorinox has also refreshed two of its most popular lines for the Indian market. The Maverick returns with bolder aesthetics aimed at modern wearers who prefer to lead rather than follow. Meanwhile, the I.N.O.X. Elegant combines the brand’s trademark toughness with refined detailing and interchangeable straps, offering durability with a touch of polish.
Together, the collections nod to India’s dual personality: resilient yet expressive, practical yet stylish.
After more than 140 years of Swiss craftsmanship, Victorinox is making it clear that in India its future is measured not just in heritage, but in horological credibility. From the engineering floors of Delémont to wrists across the country, the brand is no longer simply keeping time. It is staking a claim to lead it.
