MUMBAI: Radio Mirchi has teamed up with the unique
fraternity of Mumbai Dabbawallas as a part of their marketing
campaign to promote its breakfast show Hello Mumbai.
'Dabbawallas',
who are recognised for their expert delivery service by feeding over
2,00,000 people everyday, inspite of, possible complications the city
can offer them by being the one of the most crowded city.
The number of people they reach makes them a goldmine in terms
of a marketing database, believes Radio Mirchi. The FM station grabbed
this database in a very unique way to deliver its direct mailer
in order to promote Hello Mumbai.
Radio Mirchi sent out, with each, dabba, a dried red
mirchi to pep up the lunch with a sticker on the dabba announcing,
"For more spice tune into Hello Mumbai with RJ Harsh and get
to know what's hot in Mumbai." The strategy was perfect to catch
attention - lunchtime, the only time in the day when people would
take a break from their hectic schedule and tune into RM, stated an
official release.
This four-day activity covered key areas in the city. It created
high impact due to its innovative strategy of visibility of the
brand and catching target attention at just the right time. The
activity generated immense response in the form of interest in the
breakfast show and feedback from listeners.
'Dabbawallas',
who are recognised for their expert delivery service by feeding over
2,00,000 people everyday, inspite of, possible complications the city
can offer them by being the one of the most crowded city.
