Grey picks up the creative business of DHL Express India

The incumbent on the account is Proximity India.

Global freight company DHL has appointed Grey Worldwide as the official creative agency for DHL Express India. The agency's Mumbai branch will work on the business.

Interestingly, this development comes on the back of a multi-agency pitch that was initiated around April, 2012. At the time, afaqs! had carried a report announcing the start of this pitch.

The presentations were held in Mumbai. Now, almost 10 months later, the team has zeroed in on Grey.

The incumbent creative agency on the account is Proximity India.

The DHL team has confirmed the news to afaqs!. "Grey will work on the brand's communication duties excluding global ATL and BTL campaigns,"

reads DHL's confirmation on the development.

In the overseas market, 180 Amsterdam has been DHL's creative agency in the recent past. So far, most of the creative work that is released by DHL locally has been adapted.

Also, as per a global acquisition that took place in July 2011, adaptation agency Tag Worldwide has also been involved with the brand's creative duties in the recent past. Specifically, Williams Lea (corporate information solutions provider and a subsidiary of Deutsche Post DHL) acquired production company Tag, thus making the latter a business division of the former.

For the record, DHL India offers a range of logistics solutions to its customers. It has four business units, namely, DHL Express, Blue Dart Express, DHL Global Forwarding and DHL Supply Chain.

In India, the DHL business caters to its customers' trade needs such as international and domestic air express, domestic road express, air and ocean freight, international freight forwarding, supply chain management and customs brokerage.