Naukri turns metro commute into a nudge for career moves

Naukri has launched an OOH campaign across the Mumbai and Delhi Metro networks with the message ‘Kab tak latke rahoge?’, urging working professionals to re-evaluate career stagnation. Targeting white-collar commuters, the activation draws on common workplace behaviour in which professionals remain in roles despite dissatisfaction, largely due to the comfort of familiarity.

The campaign uses high-footfall metro environments to deliver the message at moments when commuters are likely to reflect on their routines. Mirror installations placed beside train doors engage passengers as they enter or exit, ensuring direct visibility and prompting immediate self-reflection. The message is positioned to resonate during pauses in movement, such as when passengers gather near doors or instinctively look at their reflection.

Since launch, the campaign has recorded more than 15,000 social media mentions and over 25 million impressions. Commuters have shared images and reactions across platforms, indicating strong identification with the theme and establishing the initiative as one of Naukri’s most shared OOH efforts in recent years. The activation draws from a growing trend: commuters are more aware of dissatisfaction but often postpone taking action. By placing the prompt within an everyday setting, the campaign triggers reflection that might otherwise be avoided during a busy day.

Sumeet Singh, group chief marketing officer at Infoedge, said the campaign continues Naukri’s focus on context-driven communication aimed at the modern workforce. He noted that metro-based campaigns are designed to engage jobseekers in relevant environments and remind them that opportunities remain accessible.

The initiative follows earlier communication such as the Peanut campaign and the CA Day effort, both of which centred on observable workplace behaviour. The metro activation extends this approach by turning an overlooked commute moment into a catalyst for career reconsideration, reinforcing the role of contextual OOH in influencing urban professional audiences.