Radio City and Lodestar create campaign for Federal Bank with 5000 Dabbawalas

Federal Bank recently launched a new brand campaign around the theme ‘Why Settle for less?’


Taking this campaign ahead, Lodestar UM, an Indian media agency, part of IPG Mediabrands conceptualised an initiative which was executed by Radio City 91.1 FM with the lifeline of Mumbai – the Dabbawallas.

The Mumbai Dabbawalas, is an organization of 5000 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% error per billion statistic.

Commenting about the initiative, Deepak Netram, Senior Vice President, Lodestar UM said, “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”. .

On August 19th, the campaign kicked off on Radio and on Digital platforms.  Radio City 91.1FM’s radio jockeys, RJ Rohit Vir & RJ Harshit led the campaign on air and on ground. Between August 22 and 23, 5000 Dabbawalas delivered Federal Bank branded sweet boxes to 1.25 lakh people along with their lunch boxes at leading Corporate Houses across the length and breadth of Mumbai. Both Radio City’s RJ’s accompanied the Dabbawalas to select corporates to deliver the goodies personally.

The entire journey was encapsulated on camera including the 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.

Talking about 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 demeanor 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 which I am sure will win a lot of hearts in Mumbai”

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federal bank radio city mumbai dabbawalas

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