The channels, Zee Live and Living Foodz have had a promotional campaign going with a partnership with the Mumbai Dabbawala Association reports Brand Equity. This promotion was for the LF 91, a food festival held this weekend in the city. Through this festival the organisers aimed to bring the authentic food from the various states of South India close to the Mumbai-kars. Through this partnership, 50,000 potential festival attendees were met by the dabbawalas with each being given information about it and a discount voucher along with their regular dabba.
LF Food Festival
“It gives us immense pleasure to be associated with the Dabbawalla Association. Dabbawallas have been an integral part of Mumbai and its working population. They are undoubtedly the best people to directly reach out to households and create awareness. We are assured to receive some great results through this association,” said Swaroop Banerjee, COO, Zee Live in a statement according to Brand Equity.
“This is a very exciting new chapter, and we are glad to be partnering with Zee Live. We deliver happiness of a simple home cooked meal through our dabbas every day. Associating with Zee Live for LF 91 was a natural extension as the event promotes heritage food from South India,” said Ulhas Muke, President of the Dabbawalla Association.