Guess who’s just heard from the World Effie

Draftfcb Ulka Delhi’s film for Naukri.com – Hari Sadu won yet another award …an Effie at the Asia Pacific World Effie Festival 2008, held in Singapore. With this win Draftfcb Ulka, India’s fourth largest marketing communication group has garnered three Effies for Naukri.com. The previous two Effies were won in two consecutive years -2006 and 2007 at the Effies in India.

The event held in Singapore saw Draftfcb Ulka represented by Anil Kapoor, Arvind Wable, Sanjay Sharma and Aakash Sharma. “This is the result of our commitment to being a provider of brand solutions and not just a supplier of creative” says Arvind Wable, Executive Director & CEO Draftfcb Ulka, Delhi.

The win at Singapore is particularly significant as there were over 150 campaigns from 18 countries; there were 24 finalists of which only three entries from India made the cut for an Effie trophy and naukri.com was one of them. Draftfcb Ulka has had a very successful run at the Effies. The agency’s work has been consistently recognised on several accounts apart from Naukri.com. The other winners have been Tata Indica, Whirlpool, Tropicana Compaq and Hero Honda to name a few.

Says a delighted Aakash Sharma, GM on the account, “We were really thrilled to win the Effie at Singapore. The Hari Sadu campaign has been a runaway success and has also won 5 national creative awards and a win at the CASBAA (Cable and Satellite Broadcasting Association of Asia) Advertising Awards …”

The ‘Hari Sadu’ commercial features an arrogant boss who makes his subordinate’s life miserable. The film, takes a funny twist when the subordinate retorts, spelling out the boss name using livid adjectives while booking a poolside table for him over the phone. The campaigns for Naukri.com have been created by the agency on the strong consumer insight that ‘people do not quit their jobs, they quit their bosses’. This communication has resonated well with consumers and Naukri.com is India’s No 1 job site, despite the influx of competitive portals.

Summing it up, Sanjay Sharma, Creative Director, says “Today, the character ‘Hari Sadu’, has a very strong connect with Naukri.com. Hari Sadu is almost synonymous with a bad boss and people can instantly identify the ‘Hari Sadu’ in their office! This Effie, now at the world level, shows power of a good idea well executed”.

Source : Equity Bulls

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