SHARE MY DABBA

Bronze Spike

Case Film

Presentation Board

TitleSHARE MY DABBA
ClientHAPPY LIFE WELFARE & DABBAWALA FOUNDATION
Product/ServiceSHARE MY DABBA
CategoryA02. Ambient media: small scale (incl. premiums and giveaways)
EntrantMcCANN WORLDGROUP Mumbai, INDIA
Entrant Company McCANN WORLDGROUP Mumbai, INDIA
Advertising Agency McCANN WORLDGROUP Mumbai, INDIA

The Brief

Every day on the streets of Mumbai thousands of children go hungry, and some even starve to death. Happy Life Welfare is an NGO that had very little resources and money, but a very big heart. They wanted to solve this overwhelming problem on our streets, but didn’t know how.

Creative Execution

The Share sticker transformed a food-delivery network into a food-sharing network. It educated and inspired people about the problem on our streets, and inspired them to share with those who don’t have enough. All through an existing network, at minimal cost, and without hampering a 6-sigma system.

Describe the creative solution to the brief/objective.

We got in touch with the Dabbawalas, a century old lunch delivery network famous for its 6-sigma practices, and found out that off the 120 tonnes of food they deliver everyday, over 16 tonnes goes untouched-uneaten. Our solution – create a direct response mechanism within the food network, than can get this food to the children without affecting a 6-sigma system. And so we created – the Share sticker. Untouched-uneaten food in your dabba (lunchbox)? Just put the Share sticker on it. The dabbawalas can now instantly share these dabbas with the NGO and hungry children.

Results

From just two hubs on the streets of Mumbai, with a subscriber base of hundreds of users, this little Share sticker has managed to feed thousands. It also got the Human Resource Minister, mainline media, hundreds of sites and blogs, and thousands on social networking talking about the virtues of sharing food. We even saw the idea inspire private lunch services to proactively start sharing food. All this with a sticker that costs a mere fourth of a cent.

Credits

Name Company Position
Prasoon Joshi Mccann Worldgroup Chief Creative Officer
Abhinav Tripathi Mccann Worldgroup Creative Director
Denzil Machado Mccann Worldgroup Creative Director
Kunal Mhabadi Mccann Worldgroup Art Director
Vasanth Joshua Mccann Worldgroup Art Director
Rushil Nadkarni Mccann Worldgroup Illustrator
Purva Bakalkar Mccann Worldgroup Art Director
Kawathankar Mahesh Mccann Worldgroup Art Director
Nishant Pratap Mccann Worldgroup Copywriter
Janani G Mccann Worldgroup Copywriter
Ashirwad Mhatre Mccann Worldgroup Copywriter
Satyawan Hande Mccann Worldgroup Digital
Manav Rawat Mccann Worldgroup Editor
Robert Joseph Mccann Worldgroup Avp Production
Aditya Nair Mccann Worldgroup Director
Pagarav Patel Mccann Worldgroup Producer