Campaign: Jobs are back
Brand: Naukri.com
Company: Info Edge (India)
Agency: FCB Ulka
The Campaign
The new ad from Naukri is all about the freedom to move on as jobs have once again arrived in the recruitment market. And it does so using Hari Sadu, the much-hated boss, made popular in Naukri?s previous ad. Only this time he is not present in person. The ad begins with hands scribbling words like hernia, acidity, etc., on the door of Hari Sadu. And in the end, one sees the door covered with such adjectives, followed by the message, “Jobs are Back” and then “Bye Bye Recession and Happy New Year”.
Our Take
It?s good, but it could have been better. Naukri has come out with this ad after a gap of almost 4 years. Since it takes off from the earlier, highly successful Hari Sadu commercial, comparisons are inevitable. On the positive side, the ad is creative, funny, and captures the pent-up emotions of disgruntled employees well. But those who have seen the previous commercial are certain to miss the people in the ad that they could relate to.
The company says it did not want a thematic campaign and the whole idea was to celebrate the changing times. Fair enough, but then the engagement level of the current ad is not as high as the last one. And someone with no idea of who Hari Sadu is, will find the ad confusing. All said and done, what Naukri will definitely benefit from is being the first among recruitment portals to go for an ad after more than a year-long lull. And we welcome that!
Ratings
*****