This case study describes a community contact program by Market Men Consumer Connect & Events Pvt Ltd for the television show Fear Factor Khatron Ke Khiladi 2 on Colors. The program involved dressing 5000 Mumbai dabbawalas as the show's host Akshay Kumar to deliver food and promote an engagement contest about the show. The dabbawalas delivered food to over 200,000 people across 3000 offices while wearing Akshay Kumar masks. This generated significant buzz in Mumbai and over 500 people won Fear Factor mugs for correctly answering quiz questions. The client was pleased with the increased viewership and interest in repeating the dabbawala promotion for another show.

1. CASE STUDY 1
Entry Title: Fear Factor 2- Dabbawala
Activity
Entered by: Market Men Consumer Connect
& Events Pvt Ltd
Client: Colors Viacom 18
Brand: Fear Factor Khatron Ke Khiladi 2
Category: Community Contact Program of
the Year
i) Community significance / challenge for the brand and Objectives
To make people aware about Fear Factor Khatron Ke Khiladi 2 on Colors, that
should not only meet but also exceed the expectations of the first season viewer.
Akshay Kumar was to host the yet another exciting season with celebrities facing
challenges and the winner to be crowned ‘Khatron Ke Khiladi.’
ii) Concept
Looking at the Mumbai lifestyle , our dabbawalas live each day with a challenge and
face it courageously. Be it rain / heat they
make sure that our dabba’s reach to us on
time. They are our real life ‘Khatron Ke
Khiladi’ who travel everyday by train and
make sure people get their food on time. So
dabbawala’s were used to reach the
community and make them aware of the
upcoming second season. Dabbawalas are
the Akshay Kumar of our lives hence they
were dressed up as Akshay Kumar with his
face mask and Fear Factor t-shirts. Along
with the dabba a tag was given to all the
people to play a contest by answering few questions and sending the correct answer
via sms on a certain number. The winners were given Fear Factor Mugs.
iii) Scale
There are 5000 dabbawalas in Mumbai city. They
cover more than 3000 offices and deliver 200000
dabbas daily. All dabbawalas wore Akshay Kumar
masks and carried the heavy load. Tags reached
200000 people and they participated in the quiz
contest.
iv) Buzz

2. This activity created a lot of buzz as people saw dabbawala as Akshay Kumar
walking around houses and offices, travelling in the train with local people, and
cycling down on their bikes.
v) Innovation
This was the first time dabbawalas wore a celebrity’s mask and delivered food to
their customers. Along with this the tag with the questions written on it made
people take part in the contest and watch the TV show on Colors.
vi) Results
Lot of excitement among the audience who saw dabbawalas in this new look,
more than 500 Fear Factor Mugs were given to the winners of the quiz contest.
Client was happy with the TRP and wanted to do repeat dabbawala activity for
Bigg Boss Season 3