Career portal Naukri.com from Info Edge has launched a campaign themed ‘Make your career happen’ that comprises two films. The campaign was created by the brand’s in-house team.
The campaign urges professionals to take charge of their careers. One of the films features a bomb squad defusing a bomb tied to a man. When the lady in charge successfully detonates the bomb by decisively and confidently cutting the green wire (instead of red as suggested by her partner), two onlooking colleagues attribute it to chance. The film cuts to an office set up where the onlookers attribute a new female colleague taking up a senior position to good luck. The brand intervenes to say that careers don’t get made by fluke but by hard work. It signs off urging viewers to download the Naukri app with the message, ‘Make your career happen’.
Another film follows on similar lines set in a weightlifting competition arena, where the onlookers (colleagues) attribute a fellow lifter’s successful effort to ‘setting’ by his uncle (nepotism). Cutting to the office setting, Naukri says careers don’t get made by ‘setting’ but by go-getting..
A statement announcing the launch states that the campaign comprises three films, addressing such misconceptions – of attributing career success to factors like luck, favoritism and good looks. Two of the films are currently live. The films highlight that professional success is built on proactive decision-making and strategic planning, rather than external factors, the statement added.
The campaign will run across YouTube, OTT platforms, social media, radio, influencer channels, OOH and cinemas.
Sumeet Singh, CMO, Naukri.com, said, “Our latest brand campaign emphasises that career progression is driven by proactive planning and execution. Through this campaign, Naukri.com seeks to inspire job seekers to take charge of their professional journey and make their career dreams a reality.”
Feedback: [email protected]
(Updated at 10:30 AM hrs on July 31 to credit the brand’s in-house team as creators of the campaign.)
