GoodWorker, a digital platform connecting blue-and-grey-collar workers, launched its new brand campaign, “Naukri bhi, Taiyaari bhi.” The campaign takes the viewer through the eyes of a young protagonist, whose search for a job uncannily seems a lot like the search for a perfect romantic partner. This fresh, fun, and relatable GoodWorker campaign will reach its audience through multiple platforms, like news, education, and social media ensuring multiple touchpoints. Enormous Brands conceptualized and created the campaign on behalf of GoodWorker.
Research estimates India has about 450+ million blue-collar workers, and they continue to remain an unorganized demographic. In a bid to bring this category under the organized sector, GoodWorker has created a specialized job search platform that lists available jobs in the cities of their choice with a brief description of the job and the pay band. The app also has an educational feature called L.earn; short video tutorials on developing soft skills that will give the job seeker a competitive edge. The videos on the app are of self-help topics like learning spoken English or tips on getting ready for a job interview, etc. The GoodWorker App also assures a direct call with the HR upon listing one’s profile in the app as a jobseeker.
The task was to communicate all this in a simple, easy-to-understand, relatable manner to the young workforce, culminating in articulation of “Naukri bhi, Taiyaari bhi.” Use of family members to deliver the message helped enhance credibility of the offering, giving the message an endearing twist.
Commenting on the campaign, Amit Jain, CEO, GoodWorker, said, “GoodWorker provides its users not only with job opportunities but also helps them with skilling through learning videos and courses to help them be successful at converting those opportunities. Our research showed that family plays a large role in job search in the blue-collar segment especially in the starting phase of their career. We wanted to build on that insight while keeping the message simple and relatable.”
Speaking about the films, Kanishka Vashisht, Executive Creative Director, Enormous, said, “When the brief started shaping up, we were quite clear on one aspect – we need to make the brand highly relatable. We kept the concept strongly tied to the insight – that for our audience, a job search involves collective decision making. Even the director had fun directing our concept of misdirection in simple, subtle and a relatable set of films that encapsulated the offerings of the brand in a way that were best perceived by the TG.”