1. DABUR Hajmola Sauf
Sampling with Dabbawalas
by
Market Men – Consumer Connect &
Events Pvt. Limited

2. 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.

3. 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.

4. Branded Tags

5. Hajmola Sauf
Dabbawala Sampling Campaigns
Some photographs

6. Promoters putting Hajmola Sauf sachet
tags to dabbas / tiffins for delivery to office.
Branded
Tags

7. Hajmola Sauf sachet tags on dabbas /
tiffins for delivery to office.
Branded
Tags
with
samples

8. Hajmola Sauf for delivered by Dabbawalas
to offices…..
Branded
Tags
with
samples

9. Hajmola Sauf for delivered by Dabbawalas
to offices…..
Branded
Tags
with
samples

10. Hajmola Sauf for delivered by Dabbawalas
to offices…..
Branded
Tags
with
samples

11. 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

12. Sr Station Nos
1Byculla 4500
2Dadat TT 5500
3Thane to Bhandup 5500
4Mazgaon 2500
Total 18000
Route Plan for sampling – 24th May 2012

13. 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)

14. 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

15. 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.

16. 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.

17. THANK YOU