‘Dharavi is a slum in Mumbai’ reads the Wikipedia page which appears on Google Search done for Dharavi. For ages, Dharavi, one of the world’s largest slums, has existed beside the glitz, glamour and prosperity of Mumbai, occupying a blind spot and yet essential to the survival of India’s commercial capital. Fahim and Tauseef, a duo born and brought up in Dharavi and pursuing graduation in commerce and science, respectively, decided to add a twist in the tale. Facing financial problems in funding their education, they were compelled to think ‘out of the box’ and came up with the idea of a unique local tour company called ‘Be The Local Tours’ in March 2010. The company offers tourists an opportunity to visit Dharavi. Intel India, as a part of its Look Inside global campaign, has launched a digital film that captures how technology helped ‘Be The Local Tours’ connect to its customers and be present everywhere. The campaign is part of Intel’s new brand platform, Look Inside, which celebrates the potential in all of us to do something remarkable.
Dharavi – A look inside
Meet the Hungama Digital ServicesTeam behind the campaign
Carlton D’Silva – Chief Creative Officer
Kamal Amesur – Creative Director
Manesh Swamy – Head of Production
Gauri Joshi – Creative Group Head