Budgets often determine the scale and impact of any PR campaign. In a country like India, known for its cost-effective tactics, many brands are taking a uniquely Indian approach—Jugaad. Jugaad, rooted in its frugality, is the art of making the most out of limited resources. The question is: does this mindset translate into high-impact PR campaigns? The answer lies in the success stories of Indian brands that have used Jugaad to craft effective and cost-effective PR initiatives.
Jugaad in PR: A Cost-Effective Approach
Jugaad is about thinking beyond conventional methods. It’s about leveraging available resources, cultural insights, and unconventional strategies to create maximum impact with minimal investment. This philosophy is particularly relevant in PR, where brand visibility doesn’t always require extravagant budgets—it often thrives on smart storytelling and innovative outreach.
Several Indian brands have mastered this approach, turning frugal campaigns into national talking points. Here’s how they did it.
- Amul: Topical Advertising on a Budget
Arguably India’s most famous example of Jugaad in PR, Amul’s topical advertising campaign has thrived for over five decades with minimal marketing spend. Instead of pouring millions into advertisements, Amul has always taken a witty, real-time approach to branding. Amul leverages current events and ensures that its mascot—the Amul Girl—stays relevant and engaging.
Take, for example, Amul’s tribute to India’s lunar mission, Chandrayaan-3. A simple, hand-drawn cartoon with the tagline “Cheese Pe Gaya Chand” (a pun on ‘Jee Pe Gaya Chand’—meaning the moon has reached life) went viral, earning the brand immense publicity without spending a fortune. The key takeaway? Jugaad PR works best when it aligns with cultural moments and generates organic buzz.
- Paper Boat’s Nostalgic Storytelling
The storytelling of Paper Boat, the beverage brand, feels personal and nostalgic. Paper Boat focuses on evoking childhood memories through simple yet powerful content. One of its most memorable campaigns involved sharing short, animated videos of classic Indian summer experiences—playing gully cricket, kite flying, and drinking homemade sharbat.
The campaign relied on social media shares and word-of-mouth, turning nostalgia into a powerful PR tool. By tapping into emotions and cultural sentiment, Paper Boat proved that heartfelt storytelling, rather than a hefty budget, can create a lasting impact.
- Jaipur Rugs: PR through Social Impact
Jaipur Rugs, a handmade carpet brand, has successfully built its PR narrative around artisans and social impact. The company has positioned itself as a socially responsible brand by showcasing the stories of its weavers. Through documentary-style videos and media collaborations, Jaipur Rugs has received extensive coverage in publications like Forbes and The New York Times. This organic approach to PR—where the focus is on the brand’s mission rather than marketing dollars—demonstrates how storytelling can be more powerful than advertising.
- Fevicol: Iconic Ads with Minimal Spend
Fevicol, the revered adhesive brand, is the brand ambassador for Jugaad marketing. Fevicol’s advertisements, deeply rooted in Indian culture, have become legendary. One of its most famous campaigns featured a crowded Indian truck with the tagline, “Fevicol ka Mazboot Jod Hai, Tootega Nahi” (Fevicol’s strong bond, it won’t break).
The campaign was executed with a simple, low-budget video, yet its impact was enormous. Fevicol’s ability to generate organic PR through clever, relatable content has kept it at the forefront of advertising conversations for decades.
Lessons from Jugaad PR
- Cultural Relevance is Key: The best Jugaad PR campaigns tap into local culture, humour, and nostalgia, making them highly relatable.
- Leverage Social-Media Smartly: A single well-timed tweet or post can generate more engagement than a costly ad.
- Spell a Story, Don’t Sell: Customers connect with stories, not sales pitches. Emotional resonance drives PR impact.
- Think Beyond Traditional Media: Influencers, user-generated content, and organic virality often work better than paid promotions.
- Solve a Real Problem: PR isn’t just about visibility—it’s about creating meaningful conversations around a brand’s purpose.
Final Thoughts
Jugaad PR is proof that big ideas don’t always need big budgets. Indian brands have repeatedly demonstrated that frugal innovation, combined with smart storytelling and cultural insight, can drive massive PR wins. If creativity remains at the forefront, the Jugaad approach will continue to thrive, making PR accessible, effective, and impactful for brands of all sizes.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Before joining Veranda Learning Solutions, Prasad held senior positions at esteemed organizations such as Times of India, CyberMedia, and Deccan Chronicle. His extensive background in the media industry has equipped him with a profound understanding of various facets, contributing to his effectiveness in shaping and executing strategic communication initiatives.
Prasad's strategic approach to communication has played a pivotal role in enhancing the visibility and reputation of the organizations he has been associated with. His proven track record in managing communications for listed enterprises and leading media outlets underscores his expertise in navigating the dynamic landscape of the education sector.
At Veranda Learning Solutions, Prasad continues to bring his wealth of experience and insights to drive impactful communication strategies, further solidifying the company's position as a key player in the education space.
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