FedEx Taps Dhoni, CSK Stars to Pitch Global Expansion for Indian firms

FedEx has launched a new digital brand campaign, ‘FedEx. The Move India Needs’, developed by Saatchi & Saatchi India, aimed at showcasing its end-to-end logistics capabilities and reinforcing its positioning as a one-stop global logistics provider for Indian businesses.

The campaign features cricketers MS Dhoni, Ruturaj Gaikwad, and Urvil Patel, leveraging the brand’s association with Chennai Super Kings to connect with a wider audience.

Conceptualized as a series of three digital films, the campaign highlights how reliable logistics infrastructure can enable small and medium enterprises (SMEs) to access international markets and scale globally. Through a mix of humor and relatable business scenarios, the films depict industries such as automotive, healthcare, and e-commerce navigating global expansion across trade corridors in the Americas, Europe, and Asia.

The narrative focuses on simplifying cross-border logistics, with recurring cues underscoring ease of use and efficiency, positioning FedEx as a key enabler of international growth for Indian enterprises.

Senior Executive Creative Director at Saatchi & Saatchi, Nisheeth Srivastava, said the campaign aims to reflect how Indian businesses are increasingly making their mark globally, with logistics playing a critical role in that journey. He added that the storytelling format and pacing were designed to mirror the fast-moving nature of SMEs while incorporating light humor.

Nitin Navneet Tatiwala, vice president of Marketing, Customer Experience, and Air Network for the Middle East, Indian Subcontinent, and Africa region at FedEx, said the campaign seeks to demonstrate how Indian businesses can expand internationally with greater confidence through reliable logistics support.

The campaign is currently live across digital platforms, connected television, and social media, as FedEx continues to expand its operational footprint in India and strengthen its offerings for businesses seeking global reach.

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