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