Mumbai’s dabbawalas to promote ‘Luv Shuv Tey Chicken Khurana’

This is very Unique marketing strategy to promote film ‘Luv Shuv Tey Chicken Khurna’ starring Kunal Kapoor and Huma Qerashi.

They have tied up with the dabbawalas of Mumbai, whose dabbas will be branded with the film’s tag and will reach 1,00,000 offices across the city. The film revolves around a forgotten secret recipe of Chicken Khurana, a dish that made the Khurana dhaba famous across Punjab.

Says creative producer Anurag Kashyap, for whom this is his first family film, “The dabbawalas, as a concept, is unique to Mumbai and since this is a film on food, we couldn’t think of a better tie-up. It is a simple film and I am sure everyone will come out of theatres smiling.”

The music of the film has been composed by Amit Trivedi.

For Huma, who is new to Mumbai, the concept was alien until recently. “Ever since I’ve shifted to Mumbai, I have myself ordered for dabbas and it amazes me as to how these people accurately deliver the right dabba to the right person, every single day,” she says. Kunal adds, “I think it is a great initiative because we connect with the audience and this is probably the best way to reach out to people.”