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
Rentokil PCI acquires Pecopp to expand pest control footprint in India
Deal strengthens western reach and adds premium clients to portfolio
MUMBAI: Rentokil PCI has acquired Pecopp Pest Control Services Pvt Ltd, strengthening its presence in western India and expanding its customer base across premium segments.
The deal brings Pecopp’s client portfolio, workforce and operational assets into the Rentokil PCI network, combining local expertise with global capabilities. Mumbai-based Pecopp has built a strong reputation over the years, serving clients across professional services, luxury hospitality and entertainment sectors.
With the integration, Pecopp will gain access to Rentokil PCI’s global research, digital tools and service infrastructure, aimed at improving delivery standards and operational efficiency.
Rentokil PCI managing director David Lewis said the acquisition supports the company’s focus on advancing service quality and scaling tech-driven solutions in India.
Pecopp Pest Control Services Pvt Ltd managing director Siddharth Balwani added that the partnership will help enhance service offerings while retaining a personalised approach for existing customers.
The acquisition reflects a broader push by Rentokil PCI to deepen its market presence through targeted expansion and a stronger customer-first strategy.
