Naukri.com has launched its latest appraisal season campaign with a renewed cultural metaphor, following the success of last year’s widely discussed initiative. Titled “Kya Milega Iss Appraisal — Peanuts ya Lollipop?”, the campaign continues the brand’s focus on workplace sentiment in India, using humour and relatable symbolism to reflect employee perceptions around annual increments and job titles.
Building on the strong impact of its 2025 campaign, which generated over 140 million impressions, Naukri.com introduces a new symbolic layer this year. While the ‘peanut’ has already become a shorthand for underwhelming salary hikes, the brand has now added the ‘lollipop’ to represent what it describes as the hollow promise of inflated job titles without meaningful rewards. Together, these two symbols frame a commonly shared professional sentiment during appraisal cycles: “increment peanuts jaisa ya designation ki lollipop?”
To translate this idea into an experiential format, Naukri.com executed a high-visibility on-ground activation at DLF CyberHub, one of India’s busiest corporate hubs. The installation featured oversized physical representations of a peanut and a lollipop, paired with an interactive digital screen. The screen allowed professionals passing through the space to engage with the campaign and discover their symbolic “appraisal outcome”. The activation turned a routine corporate walkway into an interactive and shareable engagement point, drawing participation from thousands of professionals.
The campaign was extended beyond the physical installation through a collaboration with Swiggy Instamart. As part of this initiative, consumers across five metro cities received surprise “appraisal letters” with their orders. Each letter revealed whether the recipient had received a ‘peanut’ or a ‘lollipop’, turning everyday deliveries into personalised brand moments. This unboxing-led execution was designed specifically for social sharing and gained traction organically across Instagram and LinkedIn, strengthening the campaign’s reach without relying on paid amplification.
The integrated approach has already delivered over 120 million impressions and continues to grow. More than 100 influencers and content creators participated in the campaign, including Kaanya Pandhi and Shitiz Dogra, helping extend its visibility across digital platforms. The on-ground execution was managed by Rapport Media, ensuring consistency between experiential and digital touchpoints.
Ms. Sumeet Singh, Group CMO of InfoEdge said: "The peanut became a cultural symbol last year. This time, we brought it back with a “sweeter twist” by adding a lollipop. The response has been overwhelming, with 100s of tags by folks resonating with this activity.”
By leveraging humour and culturally resonant workplace insights, Naukri.com continues to reinforce its positioning as a platform that reflects professional realities while engaging audiences through accessible and shareable campaign ideas. The brand’s consistent use of metaphor-driven storytelling underlines its strategy of linking career conversations with everyday cultural language.
