IPL 2020 logistics campaign
A campaign run around the 2020 Indian Premier League, which was staged in the UAE that season, aimed at building awareness for a category most viewers never think about and at giving logistics an emotional register rather than a functional one.
- The brief
- IPL viewers in 2020, for a logistics brand in a category people seldom think about or discuss.
- The idea
- Filmed inside RCB's Dubai bio-bubble with Dale Steyn, AB de Villiers and Virat Kohli, the TVC presents DP World as carrying people's hopes and dreams, said mostly through visuals and music.
- What to borrow
- A low-awareness B2B category can borrow emotion from a team sponsorship, letting mood and imagery explain what the business carries.
| Brand | DP World |
|---|---|
| Agency | Déjà Vu (production) |
| Talent | Not named |
| Channels | TV, digital |
| Source | ET BrandEquity |
Case studies like this
Campaigns from other brands that did something close, matched on what each one actually did.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| ADNOC Pro League | Andrés Iniesta named global ambassadorSports · 11 Aug 2026 | Sports | – | 11 Aug 2026 |
What other business services brands ran
The latest confirmed campaigns from the rest of the category, Gulf.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| RTA Dubai | Safe and Healthy Summer for Delivery RidersPurpose · 7 Aug 2026 | Purpose | – | 7 Aug 2026 |
| RTA Dubai | Truck driver traffic awareness campaign 2026Purpose · 15 Jul 2026 | Purpose | – | 15 Jul 2026 |
| Etihad Rail | Safety is carePurpose · 11 May 2026 | Purpose | – | 11 May 2026 |
| Aramex | Ramadan 2026: real connection over cold screensIntegrated campaign · 2 Mar 2026 | Integrated campaign | – | 2 Mar 2026 |
| Etihad Rail | Road-to-rail freight shift campaignIntegrated campaign · 2 Feb 2026 | Integrated campaign | – | 2 Feb 2026 |
| Doha Metro | Back to School 2025 (2nd edition)Experiential · 20 Aug 2025 | Experiential | – | 20 Aug 2025 |
| Aramex | AI-generated scam awareness filmDigital/social · 19 Jun 2025 | Digital/social | – | 19 Jun 2025 |
| 7X | The MaestroDigital/social · 5 Dec 2024 | Digital/social | InFocus Media Agency | 5 Dec 2024 |
More from DP World
| Campaign | Type | Agency | Date |
|---|---|---|---|
| We move Cricket, so that Cricket moves youSponsorship activation · 30 Oct 2023 | Sponsorship activation | BBH India | 30 Oct 2023 |