Porter Challenges Business 'Jugaad' Culture in New Pan-India Campaign by Colloquial
Porter launches a 28-film campaign across four languages, created by agency Colloquial, urging business owners to replace risky everyday workarounds with professional logistics.
Sandhya
Logistics platform Porter has launched a major pan-India campaign targeting the widespread reliance on temporary workarounds—often termed 'jugaad'—among small and medium business owners.
Exposing Inefficient Logistics Habits
Conceptualised by independent creative agency Colloquial, the campaign examines how business owners routinely depend on office staff, bike taxis, or informal arrangements for moving goods. While these methods start as temporary fixes, they frequently turn into ingrained, inefficient daily habits. The creative approach uses humor and irreverence to question whether these risky practices make sense when accessible, professional logistics solutions exist.
Multi-Language Strategy Across Regional Markets
To ensure deep market penetration, the rollout features 28 distinct films produced in four languages: Hindi, Tamil, Telugu, and Malayalam. Rather than relying on a single generic message, each film addresses a specific demographic and a tailored operational challenge, allowing the central premise to adapt to varied local business contexts.
Reframing Workarounds as Business Risks
According to Colloquial co-founders Pradyot Mokashi and Srijan Shukla, the creative core centers on the idea that relying on unorganized transport undermines a company's professionalism.
"A business owner can be careless about a lot of things, but never their business," said Mokashi and Shukla. "Running your business on jugaad is the most careless thing one can do... Your business stops being a business anymore. It becomes a joke."
Focusing on Real Operational Pain Points
Omkar Darekar, Director of Digital Marketing at Porter India, emphasized that the narrative prioritized genuine daily friction points over direct sales pitches. By demonstrating clear cost savings and offering relief from transport management headaches, the campaign aims to position professional logistics as the natural choice for growing businesses across India.
