~ Porter and Colloquial turn everyday logistics jugaad into a punchline — 28 films in Hindi, Tamil, Telugu and Malayalam for business owners still moving goods the hard way ~
Mumbai, September 2026: Independent creative agency Colloquial has conceptualised a new pan-India campaign for Porter that walks into the daily habits of business owners and challenges the idea of sticking with familiar but inefficient logistics workarounds.
For many owners, moving goods is routine — yet the method often settles into habit. An office boy, a bike taxi or an informal arrangement becomes the default simply because it is what they have always used. The campaign treats that temporary jugaad as the problem: what started as a stopgap can harden into the norm, even when a professional logistics option is sitting right there.
The creative takes a consumer-first cut, entering the world of business owners and spotlighting the frustrations baked into everyday logistics. Humour and irreverence do the reframing — questioning whether relying on familiar but inefficient solutions still makes sense when Porter can take the headache off their hands.
The package is big and local: 28 films across four languages — Hindi, Tamil, Telugu and Malayalam. Each film targets a specific demographic and a distinct logistics problem, so the central thought lands differently for different business and consumer situations rather than as one national sales film.
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 rolls out across markets in four languages, with the 28 films addressing different consumer contexts and the specific challenges of moving goods.
Marketing take: Category ads that sell fleet specs lose to stories that name the owner’s bad habit. Porter and Colloquial made jugaad the villain — then multiplied the proof across 28 language-and-problem cuts so the roast feels local, not corporate.
