Siemens narrates its case through a dabbawala’s story

Siemens India has launched an integrated digital media campaign extending its ‘Answers’ philosophy. The campaign conceptualised by Ogilvy & Mather was launched on 1 September 2013 and will run for six months.

As part of the campaign, a film featuring Kiran Gavande, a Mumbai dabbawala, has been created. He narrates his story, as the camera follows him as he goes about his day. The film ends explaining the role Siemens plays in ensuring the running of Mumbai’s lifeline, the local trains, using which the dabbawalas achieve their famed efficiency of delivery.

According to Siemens, the campaign is aimed at establishing the brand as a ‘sustainable technology leader delivering a transformational benefit toward customers’.

Sudhir MD, head of digital media, Siemens India, said, “We have made the end-user the protagonist as well as the narrator of the story. We have kicked off the story series with the dabbawalas who use the Mumbai local trains to deliver lunch to over 200,000 office-goers and residences on time. We have brought the element of story-telling right into our creative approach.”

Ogilvy handles the creative mandate. Digitas LBi handles social media while Quasar is the digital agency for the campaign.

The campaign is supported by a mobile media and social media QR code initiative, besides on-ground and OOH legs.

Credits
Creative agency: Ogilvy & Mather
Production house: Thought Process
Digital agency: Quasar
Digital assets: Conrad-Caine, Munich
Social media: Digitas LBi