Telecom brand Vi engaged Mumbai’s famous human network of food-delivering dabbawalas to test its network strength across the expansive city. They were tasked with experiencing and testing Vi GIGAnet.
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Vi realised that in Mumbai, monitoring and improving the network required more than just the latest technology, informed an official statement. “It requires a perspective – one that can only come from knowing Mumbai in and out. So, Vi partnered with Mumbai’s best human network, the dabbawalas, to test and improve the network for offering a superior network experience to its users.”
Dabbawalas, who have been around for over a century, are famous for their flawless food delivery capabilities and knowledge of every part of the city. They tested Vi GIGAnet on parameters like data, voice calling, video streaming, gaming etc. across 22 wards and over 550 locations.
They reported with the help of videos and voice notes, data and responses along with live location sharing.
With this campaign, Vi wants to showcase how a human network helped make its network stronger and how the improvement journey continues, the statement added.
Avneesh Khosla, CMO, Vi, said, “Mumbai is a key market for us and ensuring a seamless network is paramount. The human network of dabbawalas gave us a better perspective on Mumbai and a more holistic feedback on the experience as they torture tested the network. Today, we are confident that Vi offers superior network connectivity in the nooks and corners of the city and the dabbawalas are testimony to it. We thank the dabbawalas for this and strive to continuously improve our network in the city.”
Kainaz Karmakar and Harshad Rajadhyaksha, CCOs, Ogilvy India, said, “What could possibly be the connection between a modern, cutting-edge network service provider like Vi, and the 134-year-old iconic dabbawalas service! It is exactly this clash of contrasts that became the creative backbone of this disruptive idea. In a category saturated with technical data and jargon, we set up an unexpected, charming and much trusted human network, as our benchmark to live up to when it comes to covering the megapolis of Mumbai. The dabbawalas have been such an integral part of the ethos and culture of Mumbai, and we are proud to make the efficiency of their network an inspiration for our Vi network.”
Ulhas Muke, President, Mumbai Dabbawala Association, said, “We are delighted to be chosen by Vi to play a role in improving their network experience for Mumbaikars. Today, we take great pride in the fact that our dabbawala network knows and understands Mumbai and its nuances like no other. Our association with Vi for the torture test was to verify the network strength in Mumbai through the experience of video calls, streaming videos, online gaming, download experience, voice connectivity, and speed tests. We are glad to have been a testimony to Vi’s strong network experience across Mumbai. This unique partnership with Vi has been a validating, satisfying, and an enjoyable experience.”
The statement underlined that the collaboration with the Mumbai dabbawalas exemplifies Vi’s determination to provide seamless connectivity across Mumbai.
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