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Wave of Dabbawalas Spread Amazon Gifts

Our big idea was to spread the Amazon sale message through the famous lifeline of Mumbai – The Dabbawala.

The Challenge

Our challenge was to create awareness and spread the Amazon sale message. Marketers have often leveraged Dabbawalas in Mumbai, a group of hard-working people who deliver ‘tiffins’ from office executive’s home to their office, via an intricate transport network comprising bicycles and local trains. But we would need to do this at unprecedented scale.

Our Solution

To magnify the awareness for this campaign, we collaborated with approximately 3,000 Dabbawalas across Mumbai who helped us to distribute 100,000 Dabbas across the city. This extensive effort covered areas in South Mumbai, Mumbai Suburbs and Central Mumbai. Each Dabba was branded up with Amazon artwork tags which included an Amazon gift card. Important stations were targeted across the city including Churchgate, Ghatkopar and Vashi – ensuring our target audience received a very personal Rewarding Connection.

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