Over a couple of years ago, remember one of my friends saying “The role of advertising should not be misunderstood as a constant sales enablement component for business. But an approach to be able to make a potential consumer try a product for the first time. The subsequent consumption is solely dependent on quality of the product and the services associated with it.

Any amount of advertising is virtually useless to promote an inferior brand, importantly marketing cannot be blammed for not making an inferior product successful”

This is one of the simplest and best definitions I have heard on role of advertising in business.

A couple of weeks ago, DHL had started airing its new commercial based on Quality of Service. As you might remember the predecessor was on “We know the geography and culture” campaign.

As you might have seen, the new one’s tag line is, DHL will not put you (Customer) on long hold when you call our contact-center, your call will be picked up within three rings and a human will talk to you instead of a series of machine programmed welcome, valuable customer, time and sorry message combination.

The current ATL approach on QoS based is quite interesting. I am sure DHL must have drawn a decent amount of market share from the former campaign and designed to embrace QoS as the way forward. It will be interesting to watch how the new campaign transpires into value to DHL’s advantage.

I hopefully have access to a report on change in logistic industry dynamics in a few weeks by a smart bunch of students from a leading business school, can’t wait to read on role of DHL’s last commercial in increasing its marketshare in Indian market.