Sulekha is an online marketplace for professional services that include everything from home repair to music lessons. Their objective was to become the go-to-place for such needs.
We looked at the average Indian and noticed they are highly non-DIY. In the rare instance when they try fixing something themselves, they usually pull a jugaad - the unique Indian habit of frugal innovation. But these hacks can go horribly wrong. And so, we urged people to go Anti-Jugaad and instead reach out to Sulekha whenever they needed something fixed. The campaign clearly struck a chord.
Highlights:
- Viral smash. Viewed over 21 million times on social media.
- Peer recognition on industry blogs.
- Facebook and Google made it a case study.
Main Film
Caste Study
