Mumbai Dabbawalas turn Cupid for &pictures

The campaign, on the occasion of Valentine's Day, was executed by The Small Big Idea and was on the back of the television premier of the movie 'The Lunchbox'

BestMediaInfo Bureau | Mumbai | March 16, 2015

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On the occasion of Valentine's Day this year, &pictures came out with a campaign, which gave the age old connection of 'love & food' a completely new meaning. The campaign was executed by the agency The Small Big Idea and turned the Mumbai Dabbawalas into cupid, telling husbands and sons to thank their wives and mothers for the love they served to them each day.

The campaign was timed to coincide with the television premier of the movie 'The Lunchbox' on &pictures. The film tells the story of friendship through messages in the lunchbox shared between a young housewife and an older man, which gets initiated with a mistaken delivery by Mumbai's Dabbawalla.

Based on this, the new campaign was planned. Commenting on the challenges, Harikrishnan Pillai, Founder, The Small Big Idea, said, “The challenge was to create a moment of realisation for the audience in the most unexpected situation. We felt that the best thing to do would be to slide in a surprise into something that you are used to experiencing every day. Considering the theme of the movie, we roped in the Mumbai Dabbawalas, who delivered a message from &pictures to 50,000 husbands and sons across Mumbai.”

The 3-minute long film is a heart-warming story of many couples, who in the rut of the rat-race, forget to thank their loved ones, the food they serve being one of them. The film soon captured the imagination of people on the Internet. “The camera has to reach the person at the right time. Not early, not late. Only then would we capture the real emotion. Else it looks all staged, which kills the content,” added Pillai.

&Pictures' Valentine's Day Celebration featuring Mumbai's Dabbawallas

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