Commenting on the initiative, Manish Vyas, Vice President Marketing, VIP Industries said: "VIP truly believes in providing its customers with convenient travel solutions. VIP Happy Journey Express is one such initiative that was born out of the thought of bringing to life the idea of ‘Happy Journey'- the central philosophy of our brand. Our message through this initiative is simple - VIP as a brand has a heritage of interesting innovations that have made travel easy for the benefit of its customers."

VIP and Radio Mirchi have arranged for several vehicles to be placed at strategic locations throughout the city, offering commuters conveyance to major transit points during heavy showers. Prior to the activation, Radio Mirchi conducted a week-long on air voting session wherein the audience voted on the different locations at which this activation would be carried out.

This initiative is targeted at everyday travellers and hence, the vehicles are parked at strategic business areas such as Dadar and Nariman Point to assist travellers to commute from the railway station to their offices and vice versa. The pickup and drop points for the first week were Bandra to Bandra Kurla Complex and Nariaman Point to Churchgate, and for the second week, from Andheri East to Seepz and Dadar to Worli.

Teapot Entertainment was roped in to manage the permissions from the BMC to park the cars in these locations. They also managed the branding on the cars.