Beverages major, Coca-Cola India, will use the might of Mumbai dabbawallas to lure customers to sample its orange juice drink, Minute Maid Pulpy Orange.

According to a Coca-Cola spokesperson, the company is in the process of distributing free samples to introduce the customers to the product. For Mumbai, the company is planning to enter into tie-ups with dabbawallas. This is part of the company’s 360 degree consumer activation campaign executed by Leo Burnett.