First Flight's first TVC

By Khushboo Tanna , afaqs!, Mumbai | In Advertising | June 17, 2009
The brand, which has been a print-led advertiser, has released its first television commercial

How many times have you received a bunch of withered roses as the delivery took more than a day? Or a surprise cake from a bunch of friends that was not so fresh? One would always blame the courier company for such delays.

A new campaign by First Flight Couriers promises to change just that by highlighting deliveries on schedule. The brand, which has mainly confined itself to print advertisements till date, has forayed into TV commercials to attract individuals as well as corporate clients.

& #BANNER1 & #Three films have been released as a part of the new campaign being carried out on television. The first film opens on a girl sitting in a bus when a hand appears and passes her a tissue. She is confused and suddenly sneezes. The film ends with the super: Blessing. On Schedule.

Similarly, the second film opens on a man sitting in a cricket stadium, looking tense. A hand appears and gives him a box. He opens it and is puzzled to see India's flag in it. At that very moment, the batsman hits a six, which leads to India's victory and the man waves the flag with joy. The film ends with the super: Victory. On Schedule.

The third film starts with a man walking up to his house. When he rings the doorbell, a hand appears and gives him a bouquet of flowers. His wife opens the door, smiles and hugs him. She wishes him a happy anniversary and the man heaves a sigh of relief. The film ends with the super: Memory. On Schedule.

The campaign was conceptualised by Triton Communications and directed by Debashish Ghosh of Footcandles (who has now started his own production house called Orange Stick Productions). All the three films were shot in and around Mumbai over two days. Pre-production took about 15 days, while post production work took about four days.

Renton D'Sousa, national director, creative and strategy, Triton Communications, says that the brief the agency received from the client was to explain that First Flight Couriers is one of the biggest domestic courier services in India and that it can deliver parcels to most parts of the country in 24 hours.

"Although the primary target audience is corporates, with this campaign we are targeting individuals as well," says Jaya Prasad, brand advisor, First Flight Couriers.

D'Sousa says that the team zeroed in on the three specific occasions due to certain reasons. Cricket is India's passion and hence that was selected as one of the occasions. The anniversary setting was selected as First Flight also delivers perishables such as flowers, cakes and other perishables. The bus commercial highlights the fact that the brand considers nothing too big or too small to deliver.

"The key in all commercials was to highlight the precision with which First Flight delivers on schedule," adds D'Sousa.

First Flight Couriers has advertised in the print media but this campaign marks the brand's entry in the television space. The campaign will be carried out on television as well as print media. Besides that, its delivery vans will serve as moving outdoor advertisements for the brand.

Prasad says that the company was thinking of trying out TV commercials for quite some time but was apprehensive as the category does not witness a lot of television advertising.

The campaign also introduces a new tagline for the brand, 'India. On Schedule'. The tagline reinforces that the brand will strive to deliver any product, anywhere, on time.