O&M's 'Anti Jugaad' campaign for Sulekha strikes at India's makeshift tendencies

MUMBAI: Makeshift arrangement or ‘jugaad’ as we call it here, is a long running tradition of sorts for a few. We all must have, at some point of time, gone ahead with a temporary solution for our everyday household issues.

That’s why Ogilvy Bengaluru’s new #anti-jugaad campaign, with heart thumping beats and ‘I can sing along too’ lyrics, for popular classified portal catches consumers with the right hook. The punch comes when the TVC, directed masterfully by Prasoon Pandey under Corcoise production house, gives viewers a glimpse of all these ‘jugaads’ gone wrong and backfiring, while craftily urging users to seek professional help from the services advertised in for a sustainable fixture to their everyday issues.

Ogilvy & Mather Bengaluru senior vice president and head of advertising - South Tithi Ghosh tells that the idea to launch a campaign on anti jugaad was inspired by the lives of relocating young couples who find it hard to meet their requirements in a new city without any connections or network.

“Earlier when we never moved cities, the practice was to use the ‘family carpenter’ or ‘family plumber’ - who would come with recommendations from uncles and aunts. Now with an increasingly mobile population in India, young couples and families find themselves at sea when they relocate. Since the quest to find an expert in a new city, is as painful as the problem itself, consumers resort to makeshift solutions. Consumers shared funny anecdotes with us about their experiences with quick fixes and struggle to find someone reliable, which led us to the 'jugaad' idea. It’s a cultural phenomenon but not the best solution to home issues. Obviously our brand represents an antidote to jugaad,” she shares when asked what led them to come up with the concept.

“Our planning team studied consumer behaviour when enlisting services like plumbing, remodelling kitchens - basically all kinds of home services and the findings were narrowed to the sharpest insights, which had creative potential,” Ghosh adds.

A pan Indian campaign, to ensure that familiarity with language does not come in the way of enjoyment the jingle, is sung in multiple languages with the top eight metros as the key target markets for the brand.

The campaign will be visible on television, radio, outdoor and digital as well but with a different approach to the campaign for each medium. “You will experience different kinds of engagement on different mediums. The idea is to leverage the opportunity each medium presents for the anti jugaad thought. So it will not be a cut and paste campaign - it will take on different avatars on different mediums. We are using several platforms on digital,” points out Ghosh.

While taking the 360 degree route, the agency has innovative marketing plans to take the campaign forward. “Firstly, we wanted to make sure enough number of people viewed the ninety second video. So we released it on digital a week ahead of television. Fifty per cent of the audience, around 30 million in the top eight metros should get to see the ad at least thrice. On television, we are re-marketing. So those who do not view the ad on TV will be targeted on digital. We are using audio beacon technology,” she explains the strategy in detail hinting that the agency has very strong digital plans to make sure the brand statement penetrates the target market.

Not to mention, the brand is also putting in a considerable chunk of its marketing spends on the campaign. “Our audience is using technology to empower themselves, they are seeking new information and solutions online. Therefore we have a very heavy digital plan. Native stories, YouTube, Twitter, top apps and Facebook are all being deployed. The campaign will soon break on television and significant investment will be made,” Ghosh adds.

“In the cities where radio as a medium is popular, we are augmenting radio reach with digital radio channels like Saavn, Gaana, Hungama,” she informs.

The video has already garnered three million views each on YouTube and Facebook. The hashtag of the campaign was also trending on various social media platforms. 

Behind every successful electronic advertisement, there’s a music director and lyricist, who is credited for drawing everyone’s attention at one go. And such is the case with this campaign whose lyrics have been penned by none other than Prasoon Pandey. Moreover, the ad’s soulful and catchy music has been given by music director Dhruv Ghanekar. The lyrics through its simple yet catchy wordings, builds the protagonist in the TVC up to a superman who can find a solution to anything through his clever mettle and yet finds himself at loss when luck averts its eyes from him. 

The ad resonates well with every guy or girl who has a sense of pride in finding quick solutions, and yet is constantly worried if their fixes will sustain.

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