HARI SADU Ad Of Naukri.com
I have been teaching Advertisement Management and Brand Management to MBA students. I am a keen ad watcher. One of my most loved ads,is of a job portal called Naukri.com
I am sure, like me, most of you must have liked the old ad about Hari Sadu-the arrogant boss.
With recession now over and job markets opening up,Naukri.com has now come out with a new ad with a new twist.
Here is a news item on the subject :
The return of Hari Sadu
Remember Hari Sadu, the arrogant boss who is shown his place by a junior who has just landed another job? Well, he’s back. This time, you don’t see him but there are profanities scribbled on his door. Every letter of his name has been expanded: Hernia, allergy, ring worm, insane, swine, acidity, dandruff, underwear and so on. The background voice intones: Who is this rakshas (demon)? The chorus replies: Hari Sadu. The 26-second ad ends with the tagline: “Bye bye recession, Happy New Year”.
Byravee Iyer February 02, 2010 (Business Standard)
Naukri.com celebrates the nascent economic recovery by bringing back the demon boss.
Remember Hari Sadu, the arrogant boss who is shown his place by a junior who has just landed another job? Well, he’s back. This time, you don’t see him but there are profanities scribbled on his door. Every letter of his name has been expanded: Hernia, allergy, ring worm, insane, swine, acidity, dandruff, underwear and so on. The background voice intones: Who is this rakshas (demon)? The chorus replies: Hari Sadu. The 26-second ad ends with the tagline: “Bye bye recession, Happy New Year”.
The message is unmistakable: The market has revived and there are jobs for seekers on Naukri.com, the jobs portal.
The offtake and execution of the campaign were swift. In early January, Naukri.com undertook a study called the Hiring Outlook Survey on 850 companies from various sectors that showed some very positive sentiments. Indeed, 72 per cent of recruiters said new jobs would be created this year. What is more, 65 per cent claimed that there would be increments this year; a majority said these would range from 5 per cent to 20 per cent. The portal thought it would be a good idea to launch an ad campaign around the findings.
Positive message
In fact, a few months prior to the survey, executives at Naukri.com had begun to notice that the company’s monthly job index was slowly but steadily going up after it had tanked in mid-2008. The index had revived in February 2009 but it’s only over the last five months that the climb has spread across sectors. “That’s where the idea for the ad came up. We wanted to send out a positive message in the new year,” says InfoEdge (owner of Naukri.com) National Head (marketing and communications) Sumeet Singh. “As leaders in the job portal space, it’s important for us to send out the right message.”
That’s precisely the brief that was given to the company’s creative agency, Draft FCB Ulka. “I called up the creative director, Sanjay Sharma, and asked him what we could do around this,” Singh says. Consequently, Sharma narrated this idea to the marketing head. “I instantly liked it. It was easy to execute and within a week we had our ad,” Singh adds.
This is the second installment of Hari Sadu. The first was in 2006 where an irate Hari Sadu is on the phone. He wants a poolside reservation at a hotel but the person at the other end is unable to get his name correct. Overhearing this, one of the employees agrees to help him spell it out: “H for Hitler, A for Arrogant, R for Rascal, I for Idiot”, much to the shock of the disgruntled boss. (When critics said the ad made fun of people named Hari, the portal replied that there was no Hari Sadu. It had done its homework thoroughly.)
Prior to that, Naukri.com had come out with two other ads in 2004 and 2005. Again, these ads centred on painful bosses. The first depicted two employees in a washroom. While one of them tails the boss around, the other one, who has just been shouted at, throws water at him. Similarly, the second ad showed an employer getting cake smashed on his face. Both ads end with the tagline: “Guess who’s just heard from us.”
Market-backed insight
The insight of using difficult bosses in its commercials came from the finding that 90 per cent of people leave their jobs because of their bosses. “Which is why Hari Sadu has become synonymous with unreasonable bosses,” Singh says.
The insight of using difficult bosses in its commercials came from the finding that 90 per cent of people leave their jobs because of their bosses. “Which is why Hari Sadu has become synonymous with unreasonable bosses,” Singh says.
The latest ad was first released on YouTube, and went on air on January 22. While it is not a 360-degree campaign, Naukri.com will make use of its site extensively. Further, it also plans to roll out radio spots. On YouTube, the ad managed 60,000 views in its first week. “We mailed our clients and registered users the preview campaign on YouTube first. Since our target group is online users, it was a natural extension for us,” Singh points out.
The portal, owned by Sanjeev Bikhchandani, began almost by fluke. After quitting GlaxoSmithKline, Bikhchandani started doing the odd market surveys and feasibility reports in 1989 from the servants’ quarters of his house. He would assess how much companies offered MBAs and engineers at the entry level. Following that, he would sell the report to a few hundred companies for about Rs 5,000 each.
For a few years, he took up a job as a consulting editor for The Pioneer and ran its careers section. In the 1990s, the Department of Telecom wanted content providers to give out information on jobs and vacancies for its video text service. Using other newspapers, Bikhchandani and his team created a big jobs database that was later used for the online idea. Though the project never took off, in 1997, he launched Naukri.com. But it was not until 2000 that the project received funds from ICICI Ventures, which helped it achieve scale.
Today, the portal is the number one job site with revenues of over Rs 100 crore and 19 million registered users. The group has gone on to expand into matrimonial and real estate websites, and employs almost 900 people in 40 offices across the country.
———————————————————————————-
Yes ,it is a mad, mad, mad ad world out there !
Watch the new ad on Youtube by going to the following link :
Those who want to see the original ad,please try the following link :
This ad had won the campaign of the year award in 2006.
See the press release by Naukri.com,by going to the following link :
www.infoedge.in/images/…/Hari%20Sadu%20Campaign-Release.pdf
Enjoy the fun. Welcome Back Mr Hari Sadu….!!
Yes Creativity sells and wins admirers !!
Your comments are welcome…….
Oh,before I sign off here are some of my favourite boss and office jokes :
(1) 4 Envelopes
The new manager walks into his office and, while settling into his new desk, finds 4 envelopes. On one he finds the words “open me first,” and the other three are numbered 1 to 3.
He opens the first envelope and finds a letter from his predecessor saying: “These three envelopes will save you a world of trouble. In case of emergency, please open these envelopes in sequential order; envelope one first, envelope two second, and envelope three third.”
The manager shrugs, puts the envelopes back, and forgets about them.
Six months later, the workers go on strike. The company closes, and is losing money fast.
After a long night negotiating with the union, he remembers the 3 envelopes. So he opens the first one and it says: “Blame me, your predecessor for every thing”.
Wonderful idea he thinks, and indeed it works and the crisis comes to its end. His job is saved, and everybody’s happy.
A few months later, another strike hits. He goes to the drawer and opens the second envelope. It reads, “Blame the government for everything”.
It works like a charm, and he breathes a sigh of relief as his job is, once again, saved.
A month later the workers declare another strike. The manager goes to the third envelope and it reads, “Prepare 4 new envelopes”.
(2)
| DIFFERENCES BETWEEN YOU AND YOUR BOSS | |
|
When you take a long time, you’re slow.
When your boss takes a long time, he’s thorough. When you don’t do it, you’re lazy.
When your boss doesn’t do it, he’s too busy. When you make a mistake, you’re an idiot.
When your boss makes a mistake, he’s only human. When doing something without being told, you’re overstepping your authority.
When your boss does the same thing, that’s initiative. When you take a stand, you’re being pig-headed.
When your boss does it, he’s being firm. When you overlooked a rule of ettiquette, you’re being rude.
When your boss skips a few rules, he’s being original. When you please your boss, you’re arse-creeping.
When your boss pleases his boss, he’s being co-operative. When you’re out of the office, you’re wandering around.
When your boss is out of the office, he’s on business. When you’re on a day off sick, you’re always sick.
When your boss has a day off sick, he must be very ill. When you apply for leave, you must be going for an interview.
When your boss applies for leave, it’s because he’s overworked. |
(3)
| JOB SEARCH JARGON | |
|
Whether you are a student looking for that first time or summer job or a long time veteran looking for a change of pace, this JOB SEARCH JARGON should help you get on your way…
COMPETITIVE SALARY:
We remain competitive by paying less than our competitors. FLEXIBLE HOURS:
Work 55 hours; get paid for 37.5. GOOD COMMUNICATION SKILLS:
Management communicates, you listen, figure out what they want you to do. ABILITY TO HANDLE A HEAVY WORKLOAD:
You whine, you’re fired. CAREER-MINDED:
We expect that you will want to flip hamburgers until you are 70. SELF-MOTIVATED:
Management won’t answer questions SOME OVERTIME REQUIRED:
Some time each night and some time each weekend DUTIES WILL VARY:
Anyone in the office can boss you around. COMPETITIVE ENVIRONMENT:
We have a lot of turnover. SALES POSITION REQUIRING MOTIVATED SELF-STARTER:
We’re not going to supply you with leads; there’s no base salary; you’ll wait 30 days for your first commission check. CASUAL WORK ATMOSPHERE:
We don’t pay enough to expect that you’ll dress up; well, a couple of the real daring guys wear earrings. SOME PUBLIC RELATIONS REQUIRED:
If we’re in trouble, you’ll go on TV and get us out of it. SEEKING CANDIDATES WITH A WIDE VARIETY OF EXPERIENCE:
You’ll need it to replace three people who just left. PROBLEM-SOLVING SKILLS A MUST:
You’re walking into a company in perpetual chaos. |
Keep smiling …….
How often do you write your blogs? I enjoy them a lot !!
Dear Readers,
Here is something on Hari Sadu from FE :
Adios, Hari Sadu!
Rahul Sharma
Tuesday, Feb 16, 2010
Campaign: Jobs are back
Brand: Naukri.com
Company: Info Edge (India)
Agency: FCB Ulka
The Campaign
The new ad from Naukri is all about the freedom to move on as jobs have once again arrived in the recruitment market. And it does so using Hari Sadu, the much-hated boss, made popular in Naukri’s previous ad. Only this time he is not present in person. The ad begins with hands scribbling words like hernia, acidity, etc., on the door of Hari Sadu. And in the end, one sees the door covered with such adjectives, followed by the message, “Jobs are Back” and then “Bye Bye Recession and Happy New Year”.
Our Take
It’s good, but it could have been better. Naukri has come out with this ad after a gap of almost 4 years. Since it takes off from the earlier, highly successful Hari Sadu commercial, comparisons are inevitable. On the positive side, the ad is creative, funny, and captures the pent-up emotions of disgruntled employees well. But those who have seen the previous commercial are certain to miss the people in the ad that they could relate to.
The company says it did not want a thematic campaign and the whole idea was to celebrate the changing times. Fair enough, but then the engagement level of the current ad is not as high as the last one. And someone with no idea of who Hari Sadu is, will find the ad confusing. All said and done, what Naukri will definitely benefit from is being the first among recruitment portals to go for an ad after more than a year-long lull. And we welcome that!
Ratings.
*****
Dear Readers,
Here is another viewpoint on the original ad:
ASCI supports Hari Sadu TVC
Saturday – Jun 24, 2006
Televisionpoint.com Correspondent
The Advertising Standards Council of India (ASCI) has concluded that the ‘Hari Sadu’ TVC of Naukri.com, which raised the heckles of an 11-year old child, is a work of fiction and bears no resemblance to any living person or deity.
The Consumer Complaints Council (CCC) of the ASCI in its letter to Naukri.com has stated, “The CCC concludes that the portrayal of a fictitious character in the TVC, in a humorous situation was not likely to give rise to grave or widespread offence.”
On March 23, ASCI sent a letter to Naukri.com with reference to complaints received against the Hari Sadu TVC asking the TVC be withdrawn since the manner in which the name Hari was being used was highly objectionable as it was a sacred and pious name.
Naukri.com was asked to supply the ASCI with their responses, before the Consumer Complaints Council were to view the Hari Sadu commercial to determine whether or not the complaints were to be upheld or not.
Dear Readers,
It appears that there is some difficulty with opening the given link about the press release.So I have copied it herebelow for your ready reference :
Press Release
For Immediate Release
Hari Sadu wins the Campaign of the Year award at the Advertising Club Kolkata, Consumer Connect Awards.
New Delhi, 11th September’06: Naukri.com – India’s No. 1 job site, won the “Campaign of the Year” award for the Hari Sadu Television Commercial at the prestigious Advertising Club Kolkata, Consumer Connect Awards held recently. FCB Ulka, New Delhi was the creative agency which worked on the commercial and they were also conferred the honors of a National Trophy in the “Consumers Services Category”
The Consumer Connect Awards, were instituted by the Advertising Club Kolkata, the oldest advertising club in the country, in the year 2003 to mark its 50th year. They seek to honour communication that connects best with their respective consumers.
Speaking on this occasion, Mr. Hitesh Oberoi, COO Naukri.com said that “The Hari Sadu commercial is very close to our hearts and has been widely appreciated by its viewers in terms of its humour, story line and originality. The winning of the ‘Consumer Connect Award’ for Naukri.com and FCB Ulka is recognition of the toil and labour in creating a fictitious character, which has come alive. More importantly we are delighted that our consumers have recognized the very spirit of the advertisement which reflects the understanding of the brand Naukri.com and their connect to the brand.”
An elated Mr. Aakash Sharma at FCB Ulka, New Delhi emphasized, “It always feel great to win awards but this time around it is doubly so. We’ve won two . It’s rewarding and exciting to see our work recognized as the real consumers play a major part in these awards”.
About the Hari Sadu Commercial:
The creative concept revolves around Hari Sadu, a work of imagination. This fictional character has been created to be a caricature representative of a pesky and arrogant boss – and in its over emphasizing the “not so refined “qualities of the boss lies the humour. Clearly the scene played out in the advertisement has borrowed from a typical Hindi film formula of villain, hero and supporting actor (hero)!!
The message rather clearly works to define the fact that every employee has the right to make his or her own choice since Naukri is on the prowl.
The process of the Consumer Connect Entries:
Every entry goes through the two-panel study to generate a Consumer Connect Score. Each entry is taken through two separate consumer panels. First a “Market Assessment” is conducted to determine current perception of the brand. Then a “Stimulus Assessment” is conducted with a matched panel to measure the impact the entry had on consumer’s perceptions of the brand. Short listed entrants then present in front of a distinguished panel of judges and an audience of their peers who determine the winner based on a live presentation of the case study. They take into consideration the following: 1. The Consumer Connect Score : Key measurements on how the advertising entered changed perceptions of the brand. This is presented by Advertising Club Calcutta. 2. Assessment of the advertising task – Analysis of the market situation and the role communication must play.
3. Understanding of the consumer – Insights that led to the advertising solution. 4. Creative solutions – the creative and media strategy used to obtain the desired response.
About naukri.com
Naukri.com is India’s No 1 job site. It provides a common platform for companies, headhunters and job seekers to exchange information quickly and effectively. Established in 1997, naukri.com is a division of Info Edge (India) Ltd.( the company has a network of portals -Jeevansathi.com and 99acres.com apart from naukri.com) – and is India’s largest internet company. Naukri.com is the 5th most popular website in India across all categories with a database of 6.5 million registered users. With over 20,000 companies trusting their experience in them, it has a very large user base. Being leaders in their space, the company is constantly innovating.
For Further Information, Please Contact
Sonali Shyam
INSIGHT COMMUNICATIONS
Mobile – 9891820253