#AntiJugaad

#AntiJugaad Ad Anyone say Jugaad? Yup, we Indians invented it! Okay fine 'discovered' it... And we are proud of our jugaadu tendencies. But when jugaad is the reason your plumbing implodes, maybe we've gone too far! And this is exactly what Sulekha.com was getting at with their anti-jugaad campaign. The TVC that goes "mera naam hai jugaadu..." shows us situations where jugaad has gone wrong. Disastrously so. Families have started to move cities in India, but the ghar ka naai, the plumber uncle and the carpenter chacha cannot go with you can they?! Sulekha came up with the right answer. No jugaad. Instead use sulekha to find these "experts" in the new city! What does this show? The brand associated a very real problem, that every 3rd Indian may have experienced. They also highlighted how we all try to jugaad our way out of situations. The message that permanent solutions are just around the corner is clear through the ad! The TVC was just the beginning. They created the #AntiJugaad and used it to drive conversation on Twitter. They used it to push people to watch their YouTube channel. The video garnered 8.4 million views on YouTube. #AntiJugaad personalised the idea of jugaad. There were innovative and simple twitter messages on daily jugaad. For instance- they asked how a jugaadu would use an old vest- as a slingshot, a mobile phone holder or a baby holder, or a pocha?! Sulekha needed to create positive social opinion about AntiJugaad. They realised that Twitter gave them the ability to create and share this opinion without making enemies out of all the jugaadu people out there. Sulekha used Twitter to create a new opinion around a famous idea. Key takeaway here: Using the right social channel at the right time in the right way is key to increase reach and engagement. Another takeaway: Using the right channel goes hand in hand with the right message as well. You may have many USPs. But which one will your social channel lap up? Selecting the right social channel can be done by recognizing where the audience spends their time. The easiest way to connect? By showing them a slice of their life, using a medium that they most engage with!