Lodestar UM creates unique innovation with Dabbawalas for Federal Bank

Federal Bank recently rolled out a new brand campaign around the theme ‘Why Settle for less?’ Taking this campaign thought ahead innovatively, Lodestar UM, part of IPG Mediabrands, conceptualised a unique initiative with the lifeline of Mumbai – the Dabbawalas. Media partner Radio City helped in amplifying this unique activity. 

The Mumbai Dabbawalas are an incredible organisation of 5,000 people that delivers lunch boxes to lakhs of people every day. The Dabbawalas are well known for their ‘Why settle for less’ attitude and have a record of less than 1.9 per cent error per billion statistic, which is a great achievement of incredible efficiency, despite their systems being very low on technology. 

Lodestar UM rode on this reach of the Dabbawalas to create a never before innovation in this space. “In all aspects of life, be it family career or home, Mumbaikars exemplify the ‘Why settle for less’ attitude. Hence, we decided to celebrate this spirit of the Mumbaikars and give them a surprise in form of a Federal Bank goodie box,” elaborated Deepak Netram, Senior Vice President, Lodestar UM. 

On August 19, the campaign kicked off on Radio and on Digital. Popular radio jockeys, RJ Rohit Vir and RJ Harshit of Radio City led the campaign on air. On August 22 and 23, 5,000 Dabbawallas successfully delivered 1.25 lakh Federal Bank branded sweet boxes along with lunchboxes to leading corporate houses across the length and breadth of Mumbai. Both the radio jockeys accompanied the Dabbawalas to select corporates to deliver the message personally. 

The entire journey was encapsulated on camera, including the ‘wow’ moments of luncheons enjoying the sweet. The activity was hugely successful as Radio City received large numbers of calls from offices with people sharing their experience of the getting this unexpected treat from Federal Bank. 

Commenting on the campaign, Rajanarayanan N, Deputy Vice President (Marketing & Investor Relations), Federal Bank, said, “Most ads in the Banking, Financial services and Insurance (BFSI) sector talk about products or services. But we decided to diverge from the beaten path. It is the mood of the campaign, its playfulness and its treatment that haloes the entire series of our ad films. We wanted the demeanour of the films to come out loud and say ‘Why Settle for Less?’ and this is what distinguishes the commercials from others. We wanted to do on ground activities that would complement the spirit of our ad films. The Dabbawalla initiative is an innovation ideated by Lodestar UM, which I am sure will win a lot of hearts in Mumbai.”


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