Mumbai: This Christmas, Naukri, a jobs and recruitment platform, has struck a relatable chord with India’s working professionals through a witty festive activation that humorously reflects the realities of appraisal season.
Installed at Prestige Tech Park in Whitefield, Bengaluru, the campaign features a striking 25-foot Christmas tree adorned not with traditional ornaments, but with peanuts. The unconventional installation playfully brings to life Naukri’s well-known “appraisal waala peanut” narrative — a phrase that has come to symbolise the frustration many professionals feel when annual appraisals fail to meet expectations.
The installation carries the message:
“Merry Christmas to the ones who played ‘nice’ all year. Maybe, get on the naughty list?”
— cleverly reinforcing Naukri’s long-running “appraisal waala peanut” narrative that reflects the realities of India’s white-collar workforce.
By juxtaposing festive cheer with appraisal-season sentiment, the campaign taps into a shared workplace emotion — where diligence and good behaviour don’t always translate into meaningful rewards. Through humour and cultural relevance, the activation nudges professionals to reassess their career trajectories and encourages them to take charge of their growth instead of settling for “peanuts”.
Staying true to Naukri’s sharp, insight-led brand tonality, the campaign reflects everyday workplace conversations while reinforcing the platform’s larger promise of empowering ambitious professionals to explore better opportunities.
With this festive on-ground installation, Naukri once again demonstrates its ability to turn common professional experiences into culturally resonant brand storytelling that connects deeply with India’s working population.
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