Closer to the business that moves India.
A contest that invited Indian MSMEs to share their stories — turning a logistics brand into a genuine partner in the dreams of small business owners.
Closer to the business that moves India.
A contest that invited Indian MSMEs to share their stories — turning a logistics brand into a genuine partner in the dreams of small business owners.
Impressions
Campaign reach
Clicks
Engaged users
Contest Entries
MSME stories received
Mailers Delivered
Direct reach
Build real relationships with Indian business owners — not just brand awareness.
FedEx faced intense competition in India and needed to differentiate beyond price and delivery speed. The question driving the strategy: could FedEx get closer and add genuine value to these businesses and business owners?
The insight was that Indian MSMEs don't just want a logistics partner — they want to be seen. A brand that acknowledges their dreams and stories stands apart in a category commoditised by speed and cost.
Client
FedEx India
Scope
Media Strategy · Content Campaign · Digital Marketing · Email
Markets
India — MSME segment
Give Indian business owners
a stage for their stories.
500+ MSME stories and a logistics brand that felt like a business partner.
By creating a space for Indian business owners to be heard, FedEx shifted from a transactional service to an emotionally resonant brand. The 1.3M impressions and 72K website views confirmed significant interest — but the real value was in the quality of connection built with India's entrepreneurial backbone.
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