Independent creative agency Colloquial has conceptualised a new pan-India campaign for Porter that takes aim at a familiar business habit: relying on makeshift logistics workarounds – an office boy, a bike taxi, an informal arrangement – simply because that’s what business owners have always done.

Link 1: https://youtu.be/NFi0kA668FE?si=TsUO7CT-vNeqzXNm
Link 2: https://youtu.be/7pgPgQyE-n4?si=pkLfw2f57mjdf3rk
Link 3: https://youtu.be/apBUHlOZC0M?si=N2IQV0o4tNQfpuU5

The campaign takes a consumer-first lens, stepping into the daily reality of business owners and the frustrations baked into their everyday logistics choices. Its central insight is that what often starts as a temporary jugaad quietly turns into the default way of doing things. Colloquial uses humour and irreverence to question whether sticking with these inefficient fixes still makes sense when a proper logistics option is just a tap away.

The campaign spans 28 films across four languages – Hindi, Tamil, Telugu and Malayalam – with each film built around a specific demographic and a distinct logistics pain point, letting the core idea play out across varied business contexts.

Colloquial co-founders Pradyot Mokashi and Srijan Shukla said business owners are fiercely protective of their business but fail to see that running it on jugaad is itself the most careless choice, since it stops the business from being taken seriously and reduces it to something of a joke – a tension that became the campaign’s core.

Omkar Darekar, Director of Digital Marketing at Porter India, said the films were built around real daily problems rather than direct sales pitches, on the belief that clearly showing cost savings and reduced transport hassle naturally leads business owners to the partnership.

The campaign is rolling out nationally across all four languages.