The cornerstone of this campaign is the thought of Go Anti Jugaad. Sulekha has used the very Indian cultural phenomenon of Jugaad as the springboard for this ad. By dramatizing the ill effects of Jugaad at home they deliver the message that home owners can avail expert help on Sulekha. Instead of preaching or taking on a serious tone they influencing behavior change by making their audience laugh at themselves, their acceptance of Jugaad which deep down they know is far from perfect.
It’s going viral now too!