Naukri.com asks star employees: “Getting what you deserve?”
The TVC, created by J Walter Thompson, which goes on air today, uses the insight that there may be better opportunities outside even if one is a coveted employee
BestMediaInfo Bureau | Mumbai | June 23, 2016
Naukri.com has unveiled its new TVC 'Getting what you deserve?' aimed at encouraging employees to look for better job opportunities. The primary thought behind the campaign is to empower jobseekers to step out and get the job that they deserve. The TVC tries to ask a simple question: Are you getting what you deserve, as there may be better opportunities waiting outside your comfort zone.
Created by JWT, the film opens in a party set-up where the star employee of a company is partying with his colleagues. The employee then waves to his boss who is sitting with his counterparts. The boss, who waves back, then goes on to discuss the possibility of this star employee moving out to get a better opportunity in the market. Fellow senior management people tell the boss that they will retain the employee by tempting him with new job offers or promotions which are nothing but a farce. The TVC ends with the tagline: “Getting what you deserve?”
Commenting on the campaign, Sumeet Singh, Group Chief Marketing Officer, Info Edge (India), said, “The current campaign targets today's employees who are smart, know that they are doing well, and while organisations might offer many a carrot to them, are these enough or do they deserve more is a question they need to answer for themselves and explore.”
Explaining the idea behind the commercial, Sanjeev Bhargava, Managing Partner at J Walter Thompson, Delhi, said, “People do not leave their jobs, they leave their bosses was the insight on which we had built the Naukri brand. Now times have changed. The smart employee is a coveted entity. The insight that organisations apply the most devious means, not necessarily in the best interest of the employee, to retain their best employees is the new insight on which this Naukri communication is based.”
“The TVC tells star employees that performing brilliantly may not be enough, and that career growth is ultimately in their own hands. The celebratory setting is an ironic counterpoint to what might be going on behind-the-scenes. It makes you wonder if this could be happening to you,” said Siddharth Prasad, Vice-President & Executive Creative Director, J Walter Thompson, Delhi.
The TVC will go on air today, and will be telecast across 20+ channels and will have language edits as well. The campaign will also be launched on digital media comprising video, mobile, display and social media. It will also run across the Naukri.com website and external media platforms.
The TVC:
Credits:
Client: Info Edge (India)
Brand: Naukri.com
Agency: J Walter Thompson, Delhi
Managing Partner: Sanjeev Bhargava
VP & Executive Business Director: Neetika Aggarwal
VP & Executive Creative Director: Siddharth Prasad
VP & Senior Creative Director: Sundeep Sehgal
Senior Copywriter: Himanshu Saxena
VP & Executive Planning Director: Shujoy Dutta
VP & SCD AV Services: Mandeep Singh
Director AV Services: Girish Singh
Client Services Director: Prashant Choudhary
Account Manager: Prashant Choudhary
Production House: Soda Films
Director: Rajesh Krishnan
Producer: Ameya Dahibhavkar
DOP: Sanu John Varughese
Post Producer: Ameeruddin Tolen
Music: Amar Mangrulkar