Sulekha: Go #AntiJugaad

Nithyalaxmi Padmanabhan

Local services search engine Sulekha used a multichannel strategy to relaunch itself in India.

Campaign details

Brand: SulekhaBrand owner: Sulekha.comLead agency: Ogilvy & MatherContributing agencies: Flying CursorCountry: IndiaIndustries: Websites, online services, appsMedia channels: Online display, Outdoor, out-of-home, Radio, Social media, TelevisionBudget: 1 - 3 million

Executive summary

Sulekha was a local services search engine founded in 1998 in India. In the 18 years since it was founded, Sulekha had been a blog, and then online classifieds, and was now reinventing itself to become a local services search engine. But while the back-end was being revamped to deliver this experience to users,...

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