Campaign India Team
Sep 23, 2013

Siemens narrates its case through a dabbawala’s story

Watch the film conceived by Ogilvy for the integrated digital campaign here

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

Source:
Campaign India

Related Articles

Just Published

1 day ago

Arthur Sadoun on ‘massively increasing gap’ on ...

Publicis CEO spoke to Campaign at Q2 results.

2 days ago

Agencies, read the room: Clients want more than ideas

The Marcom Avenue’s founder reveals seven hard truths clients wish agencies knew—beyond pitches, awards and buzzwords. Hint: Accountability, empathy, and business impact top the list.

2 days ago

Dentsu Lab in India trades innovation theatre for ...

With creative R&D under scrutiny, the newly-launched hubs promise low-risk, high-impact solutions that move beyond quick marketing hacks.

2 days ago

KIT Global pushes ‘minimum viable data’ for smarter ...

CEO Olga Dulinskaya explains why brands need less data, sharper personalisation, and unified platforms to navigate emerging markets.