The unique Indian distribution channel of the 'dabbawallah' or lunch-box couriers was selected. This century-old system is renowned for collecting hot, home-cooked meals from the home of a working individual and delivering it to his workplace many miles away. Forbes Global gives this medium a Six Sigma rating for quality assurance (99.999999 percentage precision). The mailer used through this medium communicated an analogy of a bitten apple to tax bitten from the prospect's salary. EAch mailer, in its protective transparent cover, was strung to lunch-boxes going only to the high-density office areas of the city.

The response received was 1.5%. This was above the regular recorded benchmark of 0.5% received for ICICI Prudential communication sent out through other media. Revenue generated was US $25,000 in premium for a cost of US $3,100. The revenue stream will potentially continue per year (with no additional cost in terms of communication) till the expiry of the product term. This highly innovative promotion for life insurance with tax saving caught the media attention of one of India's leading business daillies and was acknowledged as a breakthrough communication by the competition.The response received was 1.5%. This was above the regular recorded benchmark of 0.5% received for ICICI Prudential communicationsent out through other media.