Vi's Network Upgrade: Harnessing Mumbai's Dabbawallas for Unstoppable Connectivity!

Vi recently collaborated with the strongest and oldest human network, Mumbai's Dabbawalas, for an experimental campaign to test the quality of their GIGAnet networks. The campaign was carried out to identify where the Vi network was seamless and where it needed to be strengthened based on voice calls, data, and video streaming.

Mumbai's Dabbawalas are a lunchbox delivery network that delivers tiffins from homes to people at work. Dabbawalas are said to have a flawless network that hardly makes mistakes when delivering lunch boxes. Every day, 4500 to 5000 Dabbawalas deliver 175,000 and 200,000 lunch boxes. And it is claimed that they make less than one error in every six million lunch boxes delivered.

Dabbawalas, with their precise geographical knowledge of every nook and corner of Mumbai City, were the ideal partners for Vi's network testing campaign.

The Vi team of network engineers reinforced the network's quality based on reports shared by Dabbawalas from various parts of the city via Voice notes, videos, and live locations.

Vi's willingness to work on improving its network strength and partnering with Dabbawalas made the campaign even more exciting. Dabbawalas assisted Vi test their network in 22 wards and 550 locations throughout the city.

The campaign was flawlessly executed by providing Dabbawalas mobile phones with an installed WhatsApp system set up, from which they sent feedback after each location.

The 90-second film aired on select channels, highlighting the campaign designed around Mumbai's urban tapestry. The campaign is also expected to be launched through outdoor and social media.

Doing such campaigns in other cities will be difficult because no other city has a network as strong as Dabbawalas, but it is possible if partnered with a postal service

The campaign demonstrates how an old human network can reach places that modern networks cannot. Still, there was some technology involved because mobile phones were an important part of the campaign; the Dabbawalas shared feedback from each location via WhatsApp.

Mumbai’s Dabbawalas has previously collaborated with several other brands' advertising campaigns, including KFC's 5-in-1 meal, which surprised many people by providing a complimentary 5-in-1 meal with their regular meal.

Similarly, Nissan also collaborated with Dabbawalas for their 2016 ICC World Cup campaign, 'Dabbawala Challenge,' which featured Zaheer Khan and Jonny Smith alongside the Dabbawalas. In the campaign, Zaheer Khan and Jonny Smith were to deliver the ICC World T20 Trophy to a local school in a Nissan Sunny before the Dabbawala delivered the lunch to the school's head.

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