Independent creative agency Colloquial has conceptualised a new pan-India campaign for Porter that questions the everyday logistics workarounds businesses continue to rely on out of familiarity and habit.
The campaign looks at how solutions such as asking an office boy to move goods, using a bike taxi or relying on informal arrangements can turn from temporary fixes into regular practices. Through humour and irreverence, the films question whether continuing with such workarounds makes sense when professional logistics services are available.
The campaign comprises 28 films across four languages: Hindi, Tamil, Telugu and Malayalam. Each film is built around a different demographic and a specific logistics challenge, allowing the central idea to play out across varied 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 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”
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 the four languages, with the films addressing different consumer contexts and challenges associated with moving goods.
