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Corning uses Micromax Vdeo to narrate tough dabbawalas' story

MUMBAI: Corning Gorilla Glass has unveiled a global marketing communications campaign, Incredibly Tough, highlighting incredibly tough people, doing incredibly tough things using devices that are equally tough. The campaign will be promoted across social media channels, on regional online TV platforms and through multiple language influencers including Marathi.

The Incredibly Tough campaign highlights stories of extraordinary people using devices that feature Corning Gorilla Glass in some of the toughest ways imaginable, including a parkour athlete training and taking on tough city streets; an adventurer trekking one of China toughest roads and, in India, the incredibly tough Dabbawalas of Mumbai.

Corning Gorilla Glass has been used on nearly five billion devices worldwide, including more than 1,800 product models across 40 major brands.

In India, the campaign kicked off with an online story based on Mumbai’s Dabbawalas. Done in collaboration with Micromax’s new Vdeo series for the value segment, the Incredibly Tough Dabbawala story begins with the Dabbawala’s morning early on a working day, sees him travel across Mumbai, collect, deliver and re-collect the lunch boxes before heading home on Mumbai’s local trains where he uses his phone to send messages to his family and watch a video clip. The featured Dabbawala comments on the importance of his device and how technology has changed how they work every day.

This real-life story accentuates Corning research in India that highlighted the importance of a mobile phone to consumers. In a recent poll, nearly 58% of consumers polled in India said that their smartphone is the most expensive thing that they carry with them daily, and their single biggest worry is damaging their device.

The campaign includes promotion of the video, development of a microsite dedicated to the Dabbawalas and other marketing assets to highlight the lives of a Mumbai institution. Uniquely for the Dabbawalas, the promotion will be featured in India, the United States and China.

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