The Challenge
Naukri is a market leader in the job space with over 26 million registered users, 2 million job listings, and 42,000 registered companies, yet perceived as a platform focused on traditional, legacy roles.
The Opportunity
Naukri planned a brand refresh campaign aimed at connecting with a younger, more contemporary audience.
Our Approach
Rather than opting for a traditional sponsorship package, we developed a unique set of rights for Naukri. We introduced a satire-driven content activation, crafting the concept of the ‘Coolest job ever’ for cricket fans. We brought comedian Danish Sait on board as creative director to shape this concept into a fictional job, and tapping into RCB’s fan base meant that we generated incredibly high engagement and strong recall for Naukri.
Impact
- Bronze Winner – Best Content Marketing at the Afaqs! Digies 2025
- 110,000+ job applications for the fictional "Fan in Chief" job
- 3M page views on the job listing page for the Coolest Job on Naukri
- 2200+ pieces of UGC
- 8.2M+ content likes
- 11M+ accounts reached
Testimonials
