Sulekha aims to fix the 'jugaad' culture

O&M creates a TVC that urges users to 'Go #AntiJugaad” with the Sulekha app for all local service needs

BestMediaInfo Bureau | Mumbai | January 12, 2016

Click on the image to watch the TVC.

Sulekha, one of India's largest and fastest growing digital platforms for local service needs, today announced the launch of their new campaign that takes a dig at the 'jugaad' culture in India and highlights how 'jugaad' isn't the optimal solution for any problem. Although it might help you in some situations, it won't help you in the long run.

In a straight forward manner, the campaign, conceptualised by Ogilvy & Mather, tries to bring out the importance of permanent solutions over quick fixes that we usually resort to for our local service needs. The campaign is part of Sulekha's attempt to establish itself as the destination for all local service needs of customers.

The digital campaign went live yesterday while the TVC will go on-air on January 16, 2016. With “Go #AntiJugaad” as their theme, the TVC urges users to seek and satisfy every home/local service need with a click of a button. The TVC launch would be followed by radio and outdoor to amplify reach and frequency.

The campaign comes close on the heels of the company receiving a funding of Rs 175 crore from GIC, the Sovereign Wealth Fund of Singapore and Norwest Venture Partners, a top-tier global investment firm.

Sulekha offers more than 800 local services from home care to computer training to baby-sitting to yoga lessons and auto repair. The app is a one-stop shop for both standardized local needs (like pest control) and special requirements (catering or interior design).

The TVC features popular TV actor Nitin Ratnaparkhi who is seen providing a quick fix for various home/domestic crises, leading to hilarious outcomes. The ads urges the audience to “Go anti-jugaad” and find professional help using Sulekha app for every home/local service need.

Tithi Ghosh, Senior VP & Head of Advertising, Ogilvy & Mather, said, “The cornerstone of our campaign is the thought of Go anti-jugaad. The inconvenience and pain of finding a suitable service provider leads to procrastination and temporary, imperfect fixes or makeshift solutions. We decided to use the very Indian cultural phenomenon of 'jugaad' as the springboard for the creative. By dramatizing the ill-effects of 'jugaad' at home we deliver the message that home owners can avail expert help on Sulekha. Instead of preaching or taking on a serious tone we chose to influence behaviour change by making our audience laugh at themselves, and the acceptance that 'jugaad' which deep down they know is far from perfect. The accompanying jingle builds a sweeping scale for the campaign and will definitely add to the enjoyment of the video and TVC. We believe this campaign will break clutter in a communication landscape that is dominated by urban chic.”

Prasoon Pandey has directed this film.

Soumendu Ganguly, Head of Marketing, Sulekha, said, “Sulekha is one of India's largest digital brands. People know about us and that's why we get close to 20 million visitors every month. But we were considered to be a classified website. With explosive increase in India's digital population, upwardly mobile Indians are looking online for all their needs. Sulekha, being an early mover in this category with its vast network of trusted service professionals, wanted to appropriate this space by going on mass media and claiming the category.”

Ganguly added, “We believe the insight for the campaign is deep rooted in Indian culture and would strike a chord with the audience. We have all tried to do 'jugaad' our way out of situations. While it is a popular practice, we all know that it is not the optimum solution. Local service partners listed on Sulekha understand that consumers aren't looking for quick fixes but permanent solutions. Our Go #AntiJugaad campaign echoes this sentiment and aims to reach out to everyone who is seeking easy access to professional, high-quality local services.”

Satya Prabhakar, Founder and CEO of Sulekha, said, “Smartphones have revolutionized how Indians search for and consume local services. Local services have become an important business category and this market is currently valued at $200 billion. At Sulekha, we have had a 90% growth in local services demand last year and this will only grow. We are committed to make this business a success.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: Ogilvy & Mather, Bangalore

SVP & Head of Advertising, South: Tithi Ghosh

Senior Creative Director: Mukesh Kumar

Assoc. CD & Scriptwriter: Nakul Sarin

Production house: Corcoise

Director: Prasoon Pandey

Producer: Cyrus Pagdiwala

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