Independent creative agency Colloquial has conceptualised a new pan-India campaign for Porter, built around a common behaviour among business owners.
Moving goods is routine. Yet many businesses still rely on informal solutions. An office boy, a bike taxi or an ad-hoc arrangement can become the default simply because it is familiar.
When Workarounds Become Business As Usual
The campaign brings these everyday realities into focus. Its central observation is that a temporary workaround can gradually become an accepted way of working.
This shift from jugaad to habit forms the creative foundation. The strategy also has relevance as logistics platforms compete for business customers across India. Winning adoption will depend increasingly on identifying everyday friction and making the alternative easier to understand and use.
Turning a Functional Proposition
Into a Behavioural One Rather than simply promoting logistics efficiency, Porter challenges the thinking behind how businesses currently move goods.
This gives the campaign a stronger consumer problem to solve. The barrier is not necessarily awareness of logistics services. It is the inertia created by familiar processes.
For Porter, that creates an opportunity to position organised logistics as a change in business behaviour, rather than merely another delivery option. The pan-India platform allows Porter to take this behavioural proposition across diverse business markets while retaining one clear idea.
The Last Word
The campaign shifts Porter’s pitch from “move goods better” to a more strategic question: why are businesses still moving them the old way?