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Siemens India's dabbawala story ticks all the boxes on digital

24-September-2013
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Siemens India's dabbawala story ticks all the boxes on digital

Good story-telling fascinates everybody, irrespective of age, gender and culture. And it is a strategy that is clicking beautifully on Indian digital media. The latest to join the bandwagon is Siemens India.

The brand has launched an innovative digital media campaign that uses creative story-telling technique to deliver the message to end customers. This initiative is an extension of the ‘Answers’ campaign followed globally by Siemens. It is aimed at establishing Siemens as a sustainable technology leader. The German company launched the global ‘Answers’ campaign in 2007.

Siemens ‘Answers’ campaigns have stories that generally start with a human issue, which then lead to a global problem. In every case, a Siemens Answer resolves the problem, and ultimately changes peoples’ lives for the better, or avoids a problem that would have changed their lives for the worse.

In the Indian version of the ‘Answers’ campaign, the German company has made a short film featuring a dabbawala named Kiran Gavande, who narrates his story, establishing how he goes about his life. 

Dabbawalas are a unique group of men in Mumbai who collect packed meals from homes and deliver them to their customer’s offices by lunch time. They have come to stand for excellent organisational skills, on time delivery, and close to zero error rates. Keeping this in mind, Siemens launched its campaign.

Propulsion and electrical systems developed by Siemens power the Mumbai rail network, ensuring safe and comfortable travel. The advanced passenger information system enables commuters to always stay updated about train schedules. This facilitates many success stories and efficient systems like that of the Mumbai dabbawalas.

Thought Process was the production house, while Ogilvy was involved in the conceptualisation. The digital agency managing the campaign is Quasar (part of the WPP group), while the digital assets were created by Conrad-Caine, Munich. The social media agency involved in the campaign is LBI (part of Publicis).The campaign will run on social media for six months.

In the integrated digital marketing campaign, the social media is complemented by a QR code initiative, on-ground and off-line promotions. The online banners direct the website visitors to the video on YouTube brand channel of Siemens, which then directs the visitor to the Siemens website with details on the actual Siemens technology that has contributed to the life of dabbawalas.

Watch the campaign here
 

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