In its latest campaign — “Dragging yourself to work every day? No More!”— job site Naukri.com aims at reaching out to an entire generation who suffer from the weekly syndrome of ‘Monday Blues’. It highlights the idea of seeking and finding jobs which one loves to go to.
The campaign has been running on TV and online on YouTube and Facebook for over a week. So far, the film has received more than 8.5 million views online. The advertisement is running across regional, news, entertainment, infotainment and sports channels.
The TVC is humorous and has a quirky take on mundane Monday mornings. The TVC has struck the right chord among the people. The advertisement dramatizes the state of mind of unhappy employees and brings forth their struggle to go to office week after week. The idea of the campaign was conceptualised by JWT, the film has been directed by Piyush Raghani and produced by Like Minded People.
Sumeet Singh, Chief Marketing Officer, Info Edge, said, "At Naukri we have always tried to recognise the pulse of the jobseeker and provide a solution. There are many who are working but don’t necessarily love their jobs, so why carry on dragging yourself when you have options. The advertisement urges you to search through India’s No. 1 job site with more than four lakh jobs at a given time so as to get you to a job that you will love."
Talking about the experience of working on the campaign, Siddharth Prasad, Vice-President and Executive Creative Director, J. Walter Thompson, said, “We wanted the TVC to reflect the ‘cool’ aspect of the new-age jobs we were talking about, so the creative idea had to be fun and quirky too. The image of someone dragging himself to his boring office did it for us. That led to the script. Every aspect of creating the TVC became great fun. Right from thinking up quirky sequences of dragging, to creating the completely fresh sound for the track, everything had to be fun, youthful and clutter-cutting. The enjoyment that people are getting from watching the TVC is reflective of the ball we had while working on it.”
Creative Agency: J Walter Thompson Creative team: Sambit Mohanty, Siddharth Prasad, Sundeep Sehgal and Ajitesh
Verma Films Team: Mandeep Singh and Girish Kant Singh
Servicing Team: Neetika Aggarwal and Prashant Choudhary
Production House: Like-Minded People Director: Piyush
Raghani Executive producer: Ruchi Shah
Director of photography: Satchith Paulose
Production Design: Ajay H.
Chodanker and Vipinkumar Tarur Elayachanidom (Patanga Art)Art Director: Raju Singh