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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.”
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Lessons from global media markets on building enduring content franchises
Rose Audio Visuals COO and CFO Mitesh Patel.
MUMBAI: The global media landscape has undergone a fundamental shift. Success today is no longer defined by a single hit show. It is defined by the ability to build intellectual property (IP) that travels, evolves, and compounds over time.
At Rose Audio Visuals, this shift is central to how we think about content pitching and creation. We are no longer in the business of just making shows. We are in the business of building IP ecosystems.
From Hits to Franchises
Globally, the most successful content is designed to extend beyond its first outing. It travels across: Seasons, Platforms (TV → OTT → Digital), Formats (series → spin-offs) Shows like Stranger Things and Money Heist are not just successful series they are multi-layered franchises with global recall, fan engagement, and long-term monetisation. The key learning is simple: If content cannot scale beyond one season or one platform, it remains a project not a franchise.
Local Stories, Global Impact
One of the most powerful global trends is the rise of culturally rooted storytelling. Platforms today reward local authenticity combined with universal emotion. Stories that are deeply regional are no longer limited by geography they are amplified by it. Consider the global impact of Squid Game or India’s own Sacred Games. The takeaway is clear: The more authentic the story, the greater its potential to travel if the emotion resonates universally.
Monetisation Begins After the First Window
A critical global learning is that the true value of content is not realised at launch, it is realised over time.
Strong franchises unlock multiple revenue streams: Licensing, International remakes, Brand integrations, Digital extensions , Events and immersive experiences
Global players like The Walt Disney Company have mastered this approach, turning content into long-term ecosystems that extend far beyond the screen.
The first window is just the beginning. The real value lies in what follows.
At Rose Audio Visuals, we increasingly evaluate projects not just on commissioning value, but on their long-term franchise potential.
The Rise of Creator-Led Franchises
An important global shift is the emergence of creator-led IP ecosystems.
Creators today are not just content producers they are building full-scale franchises across platforms, formats, and businesses.
A powerful example is MrBeast. What started as YouTube videos has evolved into: Multiple content formats, Global audience scale , Brand extensions and businesses, High-impact experiential content This is a fundamentally different model digital-first, audience-owned, and infinitely scalable.
This model is still in its early stages in Indian but it represents a massive opportunity.
The next wave of Indian content franchises may not come from traditional studios alone but from creators who think like media companies.
Balancing Data with Creative Instinct
Streaming platforms today are deeply data-driven. Data helps Identify emerging genres, Predict audience behaviour , Inform commissioning decisions However, global experience shows that data alone does not create hits. Data informs scale, but storytelling creates impact.
Talent is the Foundation of Franchises
Enduring franchises are rarely accidental they are built through long-term creative partnerships. Globally, there is a clear focus on nurturing Actors, Writter, Show runner and director. Franchises are not built on scripts alone they are built on creators. This is an area where we continue to invest deeply building long-term relationships with talent rather than project-based collaborations.
Multi-Platform Thinking from Day One
Content consumption today is inherently multi-platform. A successful show must be designed not just for its primary platform, but for: Short-form extensions, Social media amplification, Digital-first engagement. Every show today needs a second life beyond its original format.
India: A Market at an Inflection Point
India today stands at a unique moment in its content journey.
We are seeing significant opportunity in Regional markets (Telugu, Tamil, Marathi and others) Emerging formats such as micro-dramas, Scalable, franchise-driven fiction IP
India does not lack stories. What we have historically lacked is structured franchise thinking something that is now beginning to evolve.
The Way Forward
The biggest lesson from global markets is this: The future belongs to companies that do not chase hits, but systematically build franchises. Because while hits may deliver immediate success, franchises create long-term value, recall, and compounding growth.
At Rose Audio Visuals, this belief shapes how we develop, greenlight, and scale content across platforms.
For content companies today, the question is no longer “Will this show work?” It is: “Can this become a franchise?”
A Personal Note
Having worked across content, business, and strategy, one thing has become increasingly clear to me, the most valuable companies in our industry will not be those that create the most content, but those that create content that endures.
Building a franchise requires patience, conviction, and a long-term lens something that the industry is only now beginning to fully embrace.As we continue this journey at Rose Audio Visuals, our focus remains simple: to move from volume-driven creation to value-driven storytelling. Because in the end, stories may start conversations but franchises build legacies.
