KFC recently launched with the famous dabbawalas of Mumbai to announce the launch of their new 5-in-1 meal box. The fast food restaurant couldn’t have planned a better marketing campaign that gave them widespread publicity, and also delighted their customers in the most innovative way possible.
On Monday 28th March, the dabbawalas pleasantly surprised the Mumbaikers by delivering KFC’s new 5-in-1 meal box along with their regular dabba. The campaign became an immediate success, with the happy recipients of the meal box taking to twitter to express their delight. The hashtag #KFCboxwalas was trending on the social media platform. A number of people who didn’t get the newly launched meal box also expressed desire that their dabbawala would deliver to them the KFC meal as well.
The newly launched meal box comprises a combination of chicken burger, rice and gravy, crispy chicken, hot wings and hash browns. The idea was to provide a wholesome meal at an affordable price of Rs 149.
"The insight was simple — people want more in less. Our new offering is the perfect lunch meal and we are thrilled to launch it in association with the dabbawalas in Mumbai," Lluis Ruiz Ribot, CMO of KFC India said in a statement.
It was not just because of it fresh outlook, but also because it incorporated an iconic community of Mumbai, the dabbawalas, that the campaign struck a chord with the people. Mumbai’s dabbawalas are known for their efficiency in food delivery, serving over 200000 Mumbaikers daily, and have also been the subject of a Harvard study.