Brands
Sulekha’s anti-jugaad campaign works magic for the brand
NEW DELHI: Digital platform Sulekha, which released its ‘AntiJugaad’ ad campaign recently, has claimed that its business recorded a direct traffic on its portal that went up to seven times higher than the usual, after the digital campaign was launched on 11 January.
The ‘AntiJugaad’ ad received an overwhelming response across all digital platforms and was also trending on Twitter. The app download was also observed to be five times more over than the usual since the ad launch.
The next stage of the campaign that started this Monday, has seen the brand taking prominent space across all TV channels. This is supported by a high-decibel radio campaign across eight metros.
While the ad film urges users to Go #AntiJugaad and positions Sulekha as the place to get professional and credible service providers who believe in the same philosophy, the radio campaign extends this thought in a myriad of day-to-day service needs where people resort to jugaad.
It is a slice-of-life campaign where different people across different cities talk about how jugaad is their first resort whenever they feel that a quick fix would put a –band-aid’ on the problem and how it usually escalates into a major problem. The campaign also has an outdoor element that tries to increase recall of the brand and drive home the Go #AntiJugaad point deeper.
Sulekha vice president marketing Soumendu Ganguly said: “#AntiJugaad is not a campaign thought for us. From extensive research, we have realised that this is an innate nature of the target audience. When people move cities and as the cities grow, they do not know who to ask or where to look for quality service providers at reasonable cost. That is why they resort to quick fixes. We plan to change this behaviour in Indian population. We want jugaad to become part of mainstream conversations not as a sparse innovative solution but for what it signifies in daily life, a quick fix for lack of better options. Sulekha wants to be the ubiquitous solution to the cultural definition of India.”
“The ad has become a rage as there is something for everyone. The man in the house prides himself as somebody who has the solution to all problems and in the process of being this Superman, brings a lot of pain to the wife. The wife on the other hand identifies with this new bride who asserts herself as soon as something goes wrong in her new house. This is indicative of the current societal dynamics as well where the women in the house are the real bosses. The film also borrows from the other major trend we are seeing in Sulekha. India is ready to get their services done by professionals. Gone are the days when we would settle for something sub-par, we now want everything done properly and are even ready to shell out the extra buck for it. At Sulekha, we believe we are in the middle of very interesting times in this category and we are happy that the entire country is resonating with our message,” he added.
Brands
Hyundai launches updated Ioniq 5 with 84 kWh battery, 690 km range
Priced at Rs 55.7 lakh, adds design, tech and safety upgrades.
MUMBAI: Charge it up, stretch it out, Hyundai’s latest electric upgrade is going the distance, quite literally. Hyundai Motor India Limited (HMIL) has introduced an updated version of its Ioniq 5, packing in a larger 84.0 kWh battery that delivers a claimed range of up to 690 km (ARAI-certified), marking a significant leap in everyday usability for its flagship electric SUV.
Built on Hyundai’s Electric Global Modular Platform (E-GMP), the refreshed IONIQ 5 aims to balance performance with practicality, reducing range anxiety while making long-distance electric travel more viable. The upgrade builds on a model that has already secured global recognition, including the World Car of the Year title.
The changes aren’t just under the skin. On the outside, the SUV gets a sharper, more futuristic look with redesigned front and rear bumpers, new skid plates, sporty alloy wheels, a revised rear spoiler and updated V-garnish lighting, all while retaining its signature Parametric Pixel design.
Inside, Hyundai has focused on making the experience more intuitive. The cabin now features a redesigned three-spoke steering wheel with illuminated pixel elements, dual 12.3-inch displays, and a reworked wireless charging pad integrated with physical controls for seat functions small tweaks that aim to improve day-to-day usability.
On the tech front, the IONIQ 5 gets Hyundai’s Connected Car Navigation Cockpit (ccNC), Controller Over-the-Air (C-OTA) updates, and now supports wireless Android Auto and Apple CarPlay. New additions such as Active Sound Design and in-car payment integration for EV charging reflect a push towards a more seamless, connected ownership experience. Remote immobilisation via Bluelink has also been introduced as an added security layer.
Safety sees incremental upgrades too, with features like Parking Collision-Avoidance Assist (Rear) and side parking distance warnings enhancing manoeuvrability in tight urban spaces.
The updated IONIQ 5 is available in four colour options Gravity Gold Matte, Midnight Black Pearl, Titan Grey and Optic White with an Obsidian Black interior theme.
Priced at Rs 55.7 lakh (ex-showroom), the new IONIQ 5 positions itself as a more rounded offering, less about futuristic promise, and more about making electric mobility fit seamlessly into everyday life.
