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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! 
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M