WeWork’s new ads show how flexibility meets function for businesses ready to break the mould

While WeWork India is often seen as a hub for startups and small and medium businesses, it has become a cultural epicenter and a preferred workspace for many of India’s large enterprises, businesses, and even Fortune 500 companies. This is because it provides the sort of customisation that can cater to teams of any size—a single seat, or two, or ten, a private floor, or one’s own building—whatever is the requirement.

The question, therefore, was how to bridge the gap between perception and reality. What people think WeWork India is about versus what it actually is about. 

A myth-busting campaign created by Fundamental, that encompasses all that WeWork offers by drawing parallels with everyday office life. Instances, characters, and practices that anyone who has ever had a job will identify with. 

Speaking about this perception-altering shift in the brand’s strategy, Debosmita Majumder, chief marketing officer of WeWork India said, “As the needs of corporate India have evolved, enterprises and Fortune 500 companies are now seeking flexible real estate solutions that meet the unique demands of today’s workforce. WeWork India is equipped to provide productive workspaces, exceptional services, and scalable solutions for all office-goers across cities in India.”

Speaking about the campaign further Pallavi Chakravarti, founder and chief creative officer of Fundamental, added, “Our target audience spans interns to head honchos and everyone in between. Anyone who has spent any time at all in a professional environment understands all too well the tropes we’ve leaned into with this campaign. So, while there are many things about office life they all know to be true, there are some truths they are oblivious to. Like how much sense it makes to take up office space at WeWork India.”

Campaign’s take: WeWork’s latest ad series hits the nail on the head by poking fun at the everyday hassles of office life and offering an enticing alternative: full flexibility. Traditionally seen as a hotspot for startups and freelancers, the campaign cleverly highlights how WeWork has evolved into a go-to for enterprises as well.

Each ad mirrors typical office struggles—bland office spaces, operational headaches, and the never-ending search for convenience—showing how WeWork is the solution, offering personalised, hassle-free workspaces across multiple locations.

The brilliance of the series lies in its relatability. Whether you're juggling multiple offices or just looking for a place that doesn’t scream “one-size-fits-all,” the campaign positions WeWork as the space where businesses, big or small, can make their office their own. It’s not just about trendy decor and unlimited coffee anymore; it’s about function, flexibility, and the freedom to design your work life without compromise.

The messaging is sharp, witty, and drives home the point that WeWork is more than just a startup haven—it’s where enterprise and individuality thrive. For anyone considering where to plant their business roots, this ad series makes it clear: WeWork is where you go to get it done, your way.