Hari Sadu, a character from the Naukri.com television commercial that had once become synonymous with rude, ill-tempered bosses, is now back to occupy the corner office.
Naukri.com, the job-search portal which positioned itself as an answer to everybody with Sadu-like boss, has brought back the character for more fun.
Naukri.com’s creative agency Draftfcb+ulka says that the timing of his return coincides with the current economic scenario where hiring has gathered steam amongst recruiters.
"So jobs are back," says Sanjeev Bhargava, COO, Draftfcb+ulka, Delhi. "Hari Sadu has been part of our sustained strategy developed on the insight that people never leave ‘jobs’. They only leave ‘bosses’. This insight has worked very well for Naukri.com over the last six years, since Hari Sadu has caught the imagination of our target group (TG)."
Bhargava said that job-sites had a difficult time during the downturn. "The placement and recruitment industry has had its share of challenges over the past year and a half. Thankfully, Naukri.com’s fundamentals have been strong throughout, being the leader in this space."
Sanjay Sharma, creative director, Draftfcb+ulka says, "The tide is turning. This TVC is a tactical campaign to welcome the good times. The objective of the campaign is to tell people that the economic downturn is over and they should start looking for opportunities at Naukri.com. We launched the TVC first on Youtube and it has already been viewed over 44,000 times."
Watch TVC here
The commercial shows the door of a office cabin on which various words are being scribbled with a marker – hairy, anaconda, Ravana, insane, swine, acidity, dracula, underwear, etc. Each of the words starts with a letter that goes on to form the word Hari Sadu. The TVC ends with logo of Naukri.com with the baseline ‘Bye bye recession. Happy New Year’.
Project: Hari Sadu
Brief: The economic downturn is over and people should start looking for opportunities at Naukri.com
Client: Info Edge Media Ltd.
Creative agency: Draftfcb+ulka
National creative director: Chax (KS Chakravarty)
Creative director: Sanjay Sharma
Copywriter: Sanjay Sharma
Art director: Sanjay Sharma
Client servicing: Akash Sharma, Gaurav Singh
Production house: Keroscene
Director: Vishal Gellani
Media used: TV
Media agency: Lintas Media Group