DABUR Hajmola Sauf

Sampling with Dabbawalas by

Market Men – Consumer Connect &

Events Pvt. Limited

Objectives

• To create awareness for Hajmola Sauf as

a digestive tablet.

• Induce TG to enjoy the chatpata flavour to

stimulates their digestive power.

• To create ‘Top of mind” brand recall.

The Activity…

• 1.50,000 office goers were

targeted for sampling the

Hajmola Sauf Digestive with

dabbas from homes to office

the same day.

• Market Men promoters

assembled at stations between

10.30 am to 11.00 am with the

samples in a in a branded tag..

As soon as the dabbawala

reached the stations,

promoters tagged the samples.

Branded Tags

Hajmola Sauf

Dabbawala Sampling Campaigns

Some photographs

Promoters putting Hajmola Sauf sachet

tags to dabbas / tiffins for delivery to office.

Branded

Tags

Hajmola Sauf sachet tags on dabbas /

tiffins for delivery to office.

Branded

Tags

with

samples

Hajmola Sauf for delivered by Dabbawalas

to offices…..

Branded

Tags

with

samples

Hajmola Sauf for delivered by Dabbawalas

to offices…..

Branded

Tags

with

samples

Hajmola Sauf for delivered by Dabbawalas

to offices…..

Branded

Tags

with

samples

Sr Station Nos 1 Virar to Dahisar 10500

2 Borivli 12500

3 Kandivli 6500

4 Malad 9500

5 Goregaon 5500

6 Jogeshwari 4500

7 Andheri 12500

8 Vile Parle 5500

9 Santacruz 4500

10 Khar & Bandra 6500

11 Mahim to Dadar 8500

12 Lower Parel to Mahalaxmi 4500

13 Grant Road 5500

14 Charni Road 4500

15 Marine Lines 5500

16 Churchgate 12500

17 CST 9500

18 Masjid Bunder 4500

Total 133000

Route Plan for sampling – 23rd May 2012

Sr Station Nos

1 Byculla 4500

2 Dadat TT 5500

3 Thane to Bhandup 5500

4 Mazgaon 2500

Total 18000

Route Plan for sampling – 24th May 2012

Clarification

• Dabbawala don’t talk to people in most of the cases, in major offices

& corporate they leave dabba at the reception counter.

• They directly interact only with people in shops & small offices

where they handover dabba personally (pictures attached initially)

Feedback from a small sample observed (shops & small offices)

• Impact point - Tags noticed by high majority of them immediately as

they received their dabba.

• Reaction - Most of the gestures after receiving were welcoming &

pleasant or surprised

• Response - Hajmola removed & kept in pocket or kept on the table

casually

Some Reactions: (post activity our supervisors tried having a word with people who

received dabba with the tag)

- People felt the taste of Hajmola Sauf was like eating actual Sauf.

- People were asking for more. Especially for themselves and their family.

- Just Re.1. is a reasonable cost . Will definitely buy it.

- You should introduce a bigger pack for home use.

- Its perfect after lunch. Please do give more. Dil Mange More.

Insights - People like hajmola & believe its good after lunch but they don’t have the

habit of it or forget it hence need to make it a habit, this activity has done its

bit to remind people of the complete experience when lunch/dinner is

followed by hajmola.

- Key to the success of this activity is – targeting at the right time (Lunch

break) at the right place (Tiffin boxes @ lunch tables)

- Having the creative of Hajmola Sauf (with sauf creative) made much more

impact rather than just normal sampling of Hajmola in the dabba.

- Multiple contacts sampled through one small sachet, as people sit together

& share lunch.

THANK YOU