Colloquial has conceptualised a new pan-India campaign for Porter, focusing on business owners’ everyday habits and questioning the continued use of familiar but inefficient logistics arrangements.
For many business owners, transporting goods is an unavoidable part of daily operations. However, they often hand the responsibility over to an office boy, a bike taxi, or an informal arrangement simply because it is familiar and has been used for years.
The campaign takes a consumer-first approach, entering the everyday world of business owners and highlighting the frustrations associated with their logistics requirements. Its central idea is based on the observation that a temporary workaround or jugaad can gradually become an accepted part of routine business operations.
Through humour and an irreverent tone, Colloquial challenges this behaviour and asks whether continuing with inefficient and familiar solutions is practical when professional logistics services are available.
The campaign includes 28 films across Hindi, Tamil, Telugu and Malayalam. Each film focuses on a specific demographic and a particular logistics challenge, allowing the central idea to be adapted to different business and consumer 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 don’t realise 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.”
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.”
The campaign will roll out across markets in four languages, with its 28 films addressing different consumer contexts and challenges related to the movement of goods.
Send news announcements/press releases to:
jeevika@thefoundermedia.in
