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Here’s a chance for role reversal. If all this while bosses were responsible to evaluate their employees, is giving an opportunity to all employees to rate their bosses. Launched on Boss’s Day that was on October 16, the viral campaign has seen more that 300 responses already with people logging onto or, and nominating and voting for their bosses, accompanied by their comments. The campaign would go on throughout this month.

The idea behind the campaign is to change the perception of bosses, which is mostly a stereotype wherein he is painted to be a monster. Most bosses do not make headlines, but create a lasting impression on their employees if they are fair, honest, understanding, approachable and good communicators. So is giving an opportunity to sing about the unsung heroes.

Rajat Gandhi, Head-Marketing,, said, “Bosses have become more of friends and mentors today as the age gap is reducing. We wanted to eliminate some of the negativity surrounding the concept of bosses, and let people have fun through the site.” On choosing a viral route for promoting this campaign, he said, “People network more now and a viral campaign is the best way to get them involved. This way it is more interactive.” has conducted such an initiative earlier too, although this time the initiative is more interactive unlike it was in first time. Three creatives have been designed for the viral campaign – ‘Won’t it be fun to evaluate your boss? Here’s your chance’; another one in attractive red that says ‘BossMeter – your chance to rate your boss’; while the third uses an eye-catching rate metre in red in the background and has the words ‘Boss scorecard’.

The voting process requires three simple steps of nominating one’s boss, inviting colleagues to vote along, and then sending the boss his report card. The top five bosses who get maximum votes, as well as their nominators, will win holiday vouchers and other prizes.

The website has been conceptualised and developed by interactive agency Tribal DDB India. Leroy Alvares, Country Head, Tribal DDB India, said, “We intend to convey through this campaign that the boss is not always the bad guy. We chose to do it through a viral campaign, as the time is right for a networking-oriented campaign. People connect well through communities, and there are always a few people in every company who are the lead organisers for everything.”


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