Mumbai, 16 September 2026: Independent creative agency Colloquial has conceptualised a new pan-India campaign for Porter that looks at everyday behaviour among business owners and challenges the idea of continuing with familiar but inefficient logistics workarounds.
For many business owners, moving goods is an everyday necessity, but the way it gets done often comes down to familiarity and habit. An office boy, a bike taxi or an informal arrangement can become the default simply because it is what they have always relied on.
The campaign takes a consumer-first approach, entering the world of business owners and highlighting the frustrations that are often part of their everyday logistics reality. At the centre of the creative idea is the observation that what may have started as a temporary workaround or jugaad can eventually become the norm.
Through the campaign, Colloquial reframes this behaviour with humour and irreverence, questioning whether relying on familiar but inefficient solutions makes sense when a professional logistics option is accessible.
The campaign comprises 28 films across four languages: Hindi, Tamil, Telugu and Malayalam. Each film addresses a specific demographic and a distinct logistics problem, allowing the central thought to play out across different 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 four languages, with the 28 films addressing different consumer contexts and specific challenges associated with moving goods.
