Brands
Saatchi & Saatchi India rolls out FedEx campaign with CSK stars
Dhoni and CSK teammates front films showing SMEs scaling globally with ease
MUMBAI: Saatchi & Saatchi India has unveiled a new digital campaign for FedEx, bringing together cricketing star power and business storytelling to highlight how Indian SMEs can expand globally with ease.
Titled ‘FedEx. The Move India Needs’, the campaign features Chennai Super Kings players MS Dhoni, Ruturaj Gaikwad and Urvil Patel. Across three short films, the players step into relatable business scenarios, illustrating how dependable logistics can turn hesitation into opportunity for Indian enterprises eyeing international markets.
Built on a light, humorous tone, the films move from ‘huh’ to ‘aha’ moments, using everyday business situations across sectors such as automotive, healthcare and e-commerce. The recurring cue ‘aise’ underscores the simplicity of choosing FedEx as a logistics partner, while spotlighting key global trade routes spanning the Americas, Europe and Asia.
Saatchi & Saatchi India senior executive creative director (North and East) Nisheeth Srivastava said, “Indian businesses are creating meaningful ripples globally, and it is FedEx that helps them do that, that too India mein baithe-baithe. We have crafted three stories with CSK players as storytellers. The scale and nature of SMEs have been carefully chosen to highlight FedEx capabilities, with a touch of humour woven in.”
FedEx vice president of marketing, customer experience and air network, MEISA Nitin Navneet Tatiwala added, “With ‘FedEx. The Move India Needs,’ we are bringing to life how Indian businesses can go global with greater ease and confidence. By combining our CSK association with relatable stories, the campaign highlights seamless, end-to-end logistics.”
The campaign also reinforces FedEx’s growing operational footprint in India, positioning the company as a one-stop solution capable of handling shipments of all sizes while enabling SMEs to compete on a global stage.
Now live across digital platforms, connected TV and social media, the campaign aims to drive both reach and relevance, reminding businesses that going global might just be easier than they think.
Brands
EcoMedia Solutions launches EcoMeter to track carbon impact in media
New tool aims to bring real data and accountability to ads and events
GURUGRAM: EcoMedia Solutions has rolled out EcoMeter, a new solution designed to bring sharper carbon accountability to advertising, media, marketing and events.
Built on its proprietary EMS platform, EcoMeter aims to help brands and agencies measure the environmental impact of campaigns and on-ground activations using real-world data rather than broad estimates.
The move comes as sustainability gains traction across boardrooms, even as measurement within the advertising ecosystem remains patchy and often reliant on spend-based assumptions. EcoMeter attempts to change that by using localised emission factors and activity-based inputs, offering a more grounded view of carbon output.
“Today, most carbon calculations in our industry are derived from spends or broad averages. That does not reflect what is actually happening on the ground,” said EcoMedia Solutions founder & CEO Rumjhum Gupta. She added that the tool factors in variables such as location, execution and materials to deliver a more accurate picture.
The platform allows users to compare media choices based on environmental impact, plan lower-carbon campaigns and generate data-backed ESG and BRSR reports. It spans formats including OOH, DOOH, print, digital and live events, bringing sustainability into the same decision-making framework as cost and performance.
EcoMedia Solutions says the larger goal is to move the industry beyond surface-level sustainability claims towards measurable action. As scrutiny from consumers, investors and regulators intensifies, tools like EcoMeter could play a key role in helping brands back intent with credible data.
With this launch, the company is betting that the next big metric in advertising will not just be reach or ROI, but impact that can be counted in carbon.
