MUMBAI: While WeWork India is often seen as a hub for startups and SMBs, known for its coffee, culture, and appeal to young entrepreneurs, the reality it claims is that it is ever so much more. Today, WeWork India says that it has become a cultural epicenter and a preferred workspace for many of India’s large enterprises, businesses, and even Fortune 500 companies. It provides the sort of customisation that it said 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. It offers the kind of flexibility that allows for organisations that operate in multiple cities to work seamlessly. The value-adds and overall facility management works out cost-effective in the long run and eliminates operational worries altogether. It can give clients the type of design and layout choices that convert a workspace into a fully personalised one, and not a prototype of the WeWork aesthetic. It’s an exhaustive list and an attractive one, for anyone considering where to set up shop.
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.
The answer: Your Office, Your Way. This aims to be 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, CMO WeWork India said, “For a long time, WeWork India has been seen as startup-centric, but our clientele has fast evolved to become enterprise-led . However, market awareness of this shift has been limited, and we aim to change that with this brand campaign. 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.”
Pallavi Chakravarti, founder, CCO, Fundamental said, “Sometimes you just have to tell it like it is. Given the sharpness of the problem we identified, the solution wrote itself. 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.”
Watch the brand films here: Customisation, Value for Money, Flexibility, Own office
