Beginning with food as the first passion being celebrated, the campaign kicked off with RJ Ankit's breakfast special at Eat Around the Corner in Bandra, with the cast and crew of the upcoming movie, Vicky Donor. The show was aired live from the restaurant, where RJ Ankit interacted with the cast as well as other patrons at the restaurant. The discussion revolved around how the city of Mumbai serves cuisines from every corner of the country and the world, and how innovative Mumbaikars can get when it comes to inventing something as simple as a vada pav or creating an internationally acclaimed food delivery logistics service, the dabbawalla.

The campaign will see RJ Ankit hosting the show from four best breakfast joints in the city this month. With each month dedicated to a different passion of Mumbai, it promises to offer the people of Mumbai the best entertainment mix, while offering marketers an opportunity to reach out to a wider audience, both on air and on-ground, through increased consumer interactions.