In 2003, many of the dotcoms had gone bust. Naukri was soldiering on.<\/p>\n\n\n\n
There was no proper understanding of the space. There were no formulas to follow, no set behavioural patterns, no evaluation parameters, no success stories or case studies.<\/p>\n\n\n\n
And there were two sets of targets audience – prospective employers and prospective employees. For the business, both of them, very equally important.<\/p>\n\n\n\n
Offline executive search firms were still preferred. And the tough competition was lurking from the MNC Monster.com that had set foot in India, with lots of international experience.<\/p>\n\n\n\n
Naukri was transactional and with no human interaction. There was a need to give it an emotion\/ attitude which would attract the audiences quickly – quick results were required.<\/p>\n\n\n\n
After going through all options like convenience, privacy, database, a large number of clients, Ulka decided to try something different.<\/p>\n\n\n\n
Sanjay Sharma, the creative director, had a personal experience that reinforced the phrase \u201cPeople don\u2019t quit their jobs, they quit their bosses.<\/p>\n\n\n\n
This insight and creative thought of boss bashing is what triggered the advertising creative.<\/p>\n\n\n\n
Hari Sadu happened after a couple of commercials had done well. Employers loved the boss bashing, and Ulka decided to take it to the next level.<\/p>\n\n\n\n
A chance telephonic conversation on an unclear line, with a tele-caller, led Sanjay to spell out his name. After the call, he realized that he had an edgier new idea.<\/p>\n\n\n\n
\u201cSadu\u201d is a colloquial expression used to describe people who are upset over nothing. Hari was happenstance and it became representative of an unreasonable, always upset, difficult boss.<\/p>\n\n\n\n