Kellogg’s chose Meru Cabs, India’s largest and most popular radio taxi service, as its ‘Breakfast cabs’ partner. The cabs were branded with the 'Anaaj ka Nashta' message on the outer surface and inside.

Upon booking a Meru cab, the passengers were invited to choose a Kellogg’s breakfast kit. Meru Cabs drivers were also trained to offer the passengers Kellogg’s breakfast kits.

Every morning, when travelers were on their way to work or airport, at the breakfast need moment, they were delighted with a Kellogg’s breakfast kit complete with ‘Anaaj Ka Nashta’, milk, sugar, a bowl, a spoon, and paper tissues right in their cabs.

The campaign started in Mumbai with 100 Meru cabs. After a month of overwhelming response, it was extended to other key cities, Delhi, Bangalore, and Hyderabad.

Proof of the pudding is in the consumer liking it:

82% of the travelers said they were extremely happy with the initiative and commended Kellogg’s unique approach.

They said they reached their destination feeling refreshed, active, and energetic

9,000 passengers in the first month and 36,000 in the next were delighted by ‘Anaaj Ka Nashta’ through Breakfast Cabs.

In 2014, 400,000 passengers across top six metros will partake in the ‘Anaaj Ka Nashta’ experience.