Skip to main content

Day 301: Jugaad pe Jugaad !

Indians are known for jugaad. For the uninitiated, jugaad (jugaar) is a colloquially used Punjabi term for a hack. This is a creative ability to make the best use of available resources to solve a problem. Jugaad is studied and appreciated from a management perspective. It works well with the middle and lower-middle class economic strata of the society as one can extract the maximum from the limited resources and create economic value. The reason I brought in this topic of Jugaad is because of the two ads that I recently got to see online- Indian service provider called Sulekha.com and Exide Life Insurance. I was trying to update myself on recent campaigns in the ad world back home and so was running my search online.  After watching Sulekha.com, I moved to the next one and was surprised to see that the concept was very similar to the previous one. However, the actors were completely different and that is not usually common for the obvious reasons (recall!).




Woah! Whatey a coincidence. I was confused about how can two different companies get a similar concept and put that as a campaign. After a little bit of digging in, I found out that these two ad campaigns apparently was released around the same time (Jan 8 and 11). Wow! If it was O&M's brain behind Sulekha campaign, it was Autumn Worldwide agency behind Exide. Yes, Exide Life insurance is Exide batteries group's first campaign. They were previously ING Vysya Insurance group. That's for the trivia bit. Usually in such cases either of the agency could sue the other or pull out of the campaign. Here, looks like these two agencies did not have any employee move in and out in the recent times during the campaign planning period and hence, neither of them got against each other and they continued airing their  #anti jugaad vs. jugaadlal campaigns. Both these agencies had used the same internet found source as an inspiration for their concept. Well, that is really not 'original' enough and is very 'jugaad', ain't it ?

This leaves us with a good lesson to remember. When you are creating something try to be 'original'. If you go online and seek resources do remember that the same resource is available for many others and sometimes it might not end up being so 'original'.

I am probably a little too late in addressing this but after watching these ads, I couldn't resist sharing them. Do watch and have fun! 
Post a Comment

Popular posts from this blog

Day 307: Happy Chingam !

Today is Chingam 1 (to be read as onnu). It is the new month according to the lunisolar calendar. This month is also called as Avani and Shravana. So, why is this month special?  This month marks the beginning of the festival season back home and the it is fun to have small celebrations through the months until  mid- December. It is also the month of Onam (Harvest festival in Kerala).

The first festival we have this month is the 'sacred thread' changing ceremony for men/boys who wear that. This is followed by usually the birthday of little Krishna and then the elephant-head god, Ganesha. Then comes Onam followed by the beautiful month of Navaratri or Durga Pooja. So, the big set of festival season is here and here is a wish to all of you on Chingam 1. Wishing you all blessed and excellent months ahead. Have fun!

Day 306: Most beautiful things in this world

"What are the most beautiful things in this world?", asked a little child.
"Ah! well, the list is long, really very long." , said I,  Do you have the patience to listen and hold on? "Yes, I do", said she.  I smiled,  "I will first tell you all that I have been told,  and then will narrate all that I uphold."

Listen, oh, little girl,  I was told it was in places to go by a long way,  Like the light blue shores in the Caribbean isles,  and the beautiful Icelandic summer nights.  It was also in the streets of Tokyo,  and the serene charm of Canadian winter snow.  Some said it was the street food in Bangkok,  and yet others claimed that it was the chaat masalas of India.  The haute couture in Milan fashion show,  or for a few, the royal palaces of big Europe.  I was confused just like you, for,
all these are places afar very distant from my present home .
But what if I wanted to enjoy a few beautiful things,
should I go this far or are they just wi…

Day 315 : What's on your bucket list?

Bucket List. A term that has become popular much after the famous movie with the same title in 2007. The term would have probably taken after the euphemism 'kick the bucket', which was again popularized in the movie, 'It's a mad, mad, mad, mad world'. The 2007 movie was a massive hit and how would it be not? It had Jack Nicholson and Morgan Freeman in the lead. The term was meant to have a list of things you wish you can do before you leave this world.

It is like a goal list that can evolve as you grow and change perspectives in life. I used to have a wish list that worked as a to-do list mostly like a work list for short-term goals. However, off late, I have decided to make one and keep it as an ever evolving list.

The first one on my list as of now (that was from the past too) is to get my biggest degree in life. Hopefully I will tick that one off my list soon.

Do share your thoughts on your list and how do you plan on getting it all checked out.

Love,
M