Jaguar stages dabbawalla delivery challenge in Mumbai

Today (6 January) saw Jaguar release a film of its XJ model on a race through Mumbai, whereby it attempted to beat the speed of a dabbawalla deliverer on public transport.

The XJ model raced through the streets of Mumbai (Anthony Cullen)
The XJ model raced through the streets of Mumbai (Anthony Cullen)

A dabbawalla is a person that delivers hot food in tiffin cases throughout Mumbai on foot and on public transport, in order to beat the slow pace of the congested city streets.

Jaguar went head-to-head with this notoriously reliable and speedy service in December by offering one dabbawalla a luxury ride in the XJ. He raced through the busy roads to complete his delivery before another rival delivered his wares in the traditional way.

In the end, Jaguar managed to beat tradition and win the race through the use of its navigation system. The brand, which worked with Inc Content on the stunt, noted that the challenge took place live and was verified by 'two independent media [sources]'.

The dabbawalla delivery challenge is part of a series of short films that aim to connect the Jaguar XL with innovation. The brand will release more videos later this year, with one to document fashion in the UAE.

Ian Hoban, vehicle line director at Jaguar, said: "We were privileged to gain an insight into the dabbawalla business through this activity, and it really showed us how efficient this kind of process can be, even without the use of modern technology. In the race, the new XJ proved to be more than comfortable in the city streets."

More from Jaguar: Jaguar celebrates Bond premiere with racing car stunt in Mexico

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