To promote its breakfast show Hello Mumbai, Radio Mirchi has recently used the dabbawallahs of Mumbai as direct mailers. Using the dabbawallah network which feeds over two lakh people in the city, Radio Mirchi sent a dried red mirchi in each dabba with a sticker on the dabba proclaiming, ###SQ###For more spice tune into Hello Mumbai with RJ Harsh and get to know what's hot in Mumbai.###SQ###

It was the perfect time to catch attention - lunchtime is the only time in the day when people take a break from work and unwind. This four-day activity covered key areas in the city. A high impact activity, its success is attributed to innovative visibility for the brand and catching target attention at just the right time. The activity generated immense response in the form of interest in the breakfast show and feedback from listeners.