Taxi for sure, a taxi and cab aggregator app, provides services across several cities. They wanted to make their brand more visible and make its referral plan better known. For this promotion RWP picked the Dabbawalas in Mumbai as the appropriate medium. The customer base for Dabbawalas is almost identical to that of the Taxi for sure target audience – corporate employees, businessmen, etc. The dabbas as a medium have the added benefit that the message is spread to the people who have their meals with the people who get dabbas. RWP placed a tag on each dabba on about 100 dabbawallas and spread the message to 25,000 dabba consumers in only 3 days with a very small expenditure. This activity resulted in a sharp increase in number of app downloads as well as more enquiries about the brand.
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