Mumbai gets a special reminder to celebrate Valentine’s Day from Parle Kismi
Dabbawalas send some extra love along with dabbas to working professional across Mumbai
Mumbai, the city of dreams and hopes is constantly bustling with people working hard to make it big. Often, professional goals end up being prioritized above personal goals and relationships get taken for granted. Celebrating special occasions and important days also start seeming like a task in the maximum city, owing to matching one’s partner’s hectic schedules, late working hours, etc. This Valentine’s Day, Parle Products decided to reach out to consumers and change that.
A thoughtful idea to encourage people to enjoy the little moments of life with their loved ones led to a unique campaign where Parle Kismi came together with Mumbai Dabbawalas to send a reminder to working professionals to celebrate Valentine’s Day. The initiative began with Parle’s digital platforms featuring a countdown to Valentine’s Day and each post that counted down the number of days also quirkily suggested a present that people could get their loved ones given the time-frame left.
Finally, on 12th February 2018, over 100,000 working professionals in Mumbai’s suburbs discovered a ‘sweet surprise’ accompanying their lunch box that would inspire them to spend more time with their loved ones on Valentine’s Day. A heart-shaped reminder card attached to Parle Kismi toffees gave them a gentle reminder to express their feelings to their partners, family and close friends, and well in time too, arriving two nights prior to V-Day!
It received a pleasant reaction from the consumers and many were motivated to take some time out to celebrate the season of love.
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