Created by Colloquial, the pan-India campaign uses 28 films across Hindi, Tamil, Telugu and Malayalam to challenge the everyday logistics shortcuts businesses often rely on. For many small and growing businesses, getting goods from one place to another is simply part of the daily routine. But when familiar workarounds become permanent solutions, convenience can quickly turn into inefficiency. Porter’s latest campaign takes a humorous look at exactly that behaviour, putting the everyday jugaad used by business owners at the centre of its new communication.
Conceptualised by independent creative agency Colloquial, the pan-India campaign explores the different ways businesses manage their transportation needs — from relying on an office boy to using a bike taxi or informal arrangements simply because they have always worked that way. Rather than presenting logistics as a straightforward service proposition, the campaign enters the everyday world of business owners and uses humour to question these familiar habits. Its central thought is that a workaround that may have started as a temporary fix can eventually become the default, even when more professional logistics options are available. The campaign comprises 28 films in Hindi, Tamil, Telugu and Malayalam. Each film focuses on a particular consumer context, demographic and logistics challenge, allowing the core idea to play out across different business situations.
Pradyot Mokashi and Srijan Shukla, co-founders, Colloquial said, “A business owner can be careless about a lot of things but never their business. That’s the one no-go. But what they dont realize is that running your business on jugaad is the most careless thing one can do. It means you’re not taking your business seriously. Your business stops being a business anymore. It becomes a joke. This truth became the core of our campaign”
The films are built around recognisable daily situations rather than conventional product messaging. Omkar Darekar, director digital marketing, Porter India, said, “We structured these films around genuine daily problems rather than sales points. If a story can clearly show business owners how to save costs and hand off their transport headaches, the partnership naturally follows.”
With its multilingual rollout, Porter is extending the campaign across markets while keeping the creative idea rooted in a behaviour that is familiar to businesses across India. The 28 films will roll out across the four languages, each tackling a different situation around moving goods and the everyday logistics challenges businesses face.
