ICICI Lombard provides cycles and helmets to Mumbai Dabbawallas as Diwali gift
By M4G Bureau - November 17, 2020
The effort is in sync with the brand’s aim to help different set of stakeholders restart their lives, under its #RestartRight campaign
ICICI Lombard, India’s private sector non-life insurance company, has come forward to support the Mumbai Dabbawalas, often described as the ‘Lifeline of Mumbai’, by providing hundreds of them with new cycles and helmets.
Further, it is getting the older cycles repaired as they have become non-useable due to non-usage for so many months due to the impact of Covid19 and the resulting lockdowns.
In line with its focus on road safety, the company has also distributed helmets to these dabbawals to ensure they are safe when riding the cycle on the streets of Mumbai.
This endeavour is in sync with the brand’s focus on helping its diverse set of stakeholders restart their lives, under the aegis of its #RestartRight campaign, introduced amid the backdrop of the pandemic.
Sanjeev Mantri, Executive Director, ICICI Lombard, said, “At ICICI Lombard, it is our continuous endeavour to support our diverse set of stakeholders in their moment of need, in line with our brand ethos of Nibhaye Vaade. We would like to thank the Mumbai Dabbawala association for giving us the opportunity to support the Dabbawalas as they resume their noble profession that they have been performing relentlessly since the year 1890, reaching meals to over 2.6 lakh Mumbaikars every day in normal times. As a responsible corporate citizen, we stay focused on playing a contributing role, facilitating our diverse stakeholders to restart their activities in the right way.”
Ulhas Muke, President, Nutan Mumbai Tiffin Box Suppliers Charity Trust, said, “The Dabbawala association has provided its services to this city for the last 130 years. Our services came to a standstill due to the current pandemic situation. For seven months, we were unable to provide our service and the rains spoilt several cycles we used for our day-to-day work. Using those cycles to resume our services had become extremely difficult. We had to resume our daily services and for that, we needed help with the cycles. This need of ours was fulfilled by ICICI Lombard who has provided our workers with hundreds of cycles as a gift for Diwali. For this initiative, I as the President, on behalf of the entire Mumbai Dabbawala association, would like to thank them. We hope they will come ahead for our assistance and we could co-operate with each other in the future.”
To create awareness and encourage others to help, ICICI Lombard has launched a digital film as well. The heart-warming film opens with a dabbawala staring out of his window while listening to the news announcing a further extension of the lockdown. Dejected, he steps out to take a glimpse of his cycle, which is gradually getting covered with rust because of non-usage. The film progresses with the protagonist getting a phone call asking him to resume work. With a ray of hope, he proceeds to check the condition of his cycle and lubricate the chain, but while doing so, it breaks, leaving him in distress. The next morning, he wakes up with a sound of cycle-bell. He steps out and sees his fellow dabbawalas welcoming him to a new start. His heart fills with immense happiness when he looks at his daughter with a new bicycle. The film closes with an emotional message stating ‘Proceeding towards your dreams become easier when you get new wheels of hope’.
The digital video was developed by Ogilvy. Commenting on the same, Talha Bin Mohsin and Mahesh Parab, Executive Creative Director, Ogilvy, said "We all are trying to restart our lives after the lockdown was eased. But for the Dabbawalas of Mumbai, this journey has been rather tough. Not only did they have to stay out of service for months, but even after the restrictions were eased, they were struggling to resume their services due to their damaged cycles. Through this initiative, we wanted to restart hundreds of Dabbawalas' livelihood, who have been providing Mumbai with healthy home cooked food. If actions speak louder than words, then ICICI Lombard always stands as a brand that promises to take care of others. And that's how ICICI Lombard turned this Diwali into a festival of giving and of keeping promises."