Adani Wilmar, a food and FMCG company, has joined hands with the Mumbai Dabbawala Association for World Protein Day to distribute packs of Fortune Soya Chunks. As per the company, the initiative aimed to promote protein-rich diets and reinforce the brand message of ‘Ghar Ka Khana Ghar Ka Khana Hota Hai’.
Additionally, each Dabbawala was provided with Fortune Soya t-shirts and informative leaflets attached to the tiffin boxes, educating consumers about the benefits of protein-rich foods.
Talking about the initiative, Jignesh Shah, head – media and Fortune Brand, Adani Wilmar, said, “We are happy to have partnered with the Mumbai Dabbawalas for this initiative for World Protein Day. This aligns with our ‘Ghar Ka Khana Ghar Ka Khana Hota Hai’ campaign. At Adani Wilmar, we take pride in advocating for complete proteins such as soya chunks, which offer all nine essential amino acids essential for optimal health. Through the distribution of soya chunk packs and information about the benefits of protein-rich foods, we hope to cultivate healthier eating habits and enhance the well-being of every individual in our community.”
Moreover, a video #DabbawalasDeliverFortuneSoyaChunks has been released across various media platforms and digital channels, showcasing the precision and dedication of the 130-year-old Mumbai Dabbawala network.
The social media campaign aims to debunk myths about protein and its edible sources. The campaign includes influencer videos discussing common misconceptions about protein content in food, which is followed by a series of poll posts asking audiences to vote on the different edible sources of protein.
“As a delivery partner, it’s an honor to associate with a company for World Protein Day to help people access protein-rich food. It’s more than just delivering meals; it’s about nourishing communities and promoting healthier lifestyles,” Kiran Gavande, secretary, Mumbai Tiffin Box Suppliers Association, and Nutan Mumbai Tiffin Box Suppliers Charity Trust, added.