With the tax filing period about to end, it became imperative to reach out to the right people at the right place and time during this busy season. The message carrier? The Dabbawalas (lunchbox delivery organization) of Mumbai, renowned across the world for their efficiency and punctuality.This is exactly why we chose to deliver L&T Mutual Fund’s ELSS tax saving message with the help of innovative tags tied onto the lunch boxes. The message was loud and clear – “Has tax made you lose your appetite?”A video showcased the journey of a lunch box from the starting station to the final destination – a hungry Mumbaikar’s office desk. To support the video, content was posted related to the Dabbawalas and the ELSS tax saving instrument. Over the course of four days, the video received over 516,000 views and over 500 shares on Facebook.CreditsAgency - WATConsultVice President, Operations at WAT - Sahil ShahAssistant Vice President , Strategy at WAT- Sabiha KhanSenior Account Manager, WAT - Daniel DavidAccount Manager, WAT - Kunal WanvariDigital Media Executive, WAT - Anuj AarasConcept, WAT - Gaurav GargyaScript, WAT - Ishpreet ChandockDirector, WAT: Yash DanakEditing, WAT: Vishal BarveVoice Over Artist, WAT - Arshiya QureshiPost Production, WAT: Madhukar PawarCinematography, WAT: Saket Gyani and Amogh DeshpandeySpecial Thanks - Mumbai Dabbawalas