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.

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