HARI SADU – the metaphorical Hitler boss is back! H for Hitler, A for arrogant, R for rascal, I for idiot – the campaign of Naukri.com with an original yet humourous storyline successfully portrayed the employee’s psyche of ‘not quitting their jobs but their bosses’ and positioned Naukri.com as the No.1 job portal website of India when it was first launched in 2006. Hari Sadu, the chief protagonist, a fictitious character, became synonymous with a pesky and arrogant boss. And this time, the campaign shows the name plate of Hari Sadu with various pairs of hands scribbling on the door funny words like ‘Hernia’, ‘underwear’, ‘swine flu’, et al. The campaign ends with the tagline – ‘Recession is over. Jobs are back.’ Created and conceptualised by Draft FCB Ulka, the campaign was first released on YouTube. Encashing on green shoots of recovery and spurt in hiring in sectors like telecom, BFSI, et al, the ad has hit at the right time.
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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