‘Hari Sadu’ ad of Naukri.com evokes strong reaction from Chandigarh 11-year-old

‘Hari Sadu’ ad of Naukri.com evokes strong reaction from Chandigarh 11-year-old

Author | exchange4media News Service | Saturday, Mar 25,2006 8:16 AM

‘Hari Sadu’ ad of Naukri.com evokes strong reaction from Chandigarh 11-year-old

Advertisements are created to connect to the consumers at a deeper level. But the Hari Sadu advertisement of the career portal Naukri.com has evoked an objectionable reaction from an 11-year-old boy from Chandigarh.

The boy, Hari Bhanot, has objected to the use of the first name ‘Hari’ in the Hari Sadu ad of Naukri.com. The commercial has irked Bhanot to such an extent that he has sent a legal notice to the website claiming harassment by his schoolmates owing to the similarity in name.

Bhanot has claimed Rs 1 crore as charges and also asked Naukri to remove the advertisement that is currently running on television.

But, argue Naukri.com and FCB Ulka (the creative agency of Naukri), the ad is a work of fiction and the characters and situations are fictional and do not in any way represent a situation close to an 11-year-old.

Hari Sadu is a work of imagination and has been created to be a caricature representative of an arrogant boss - and in it's over emphasizing the not so refined qualities of the boss lies the humor. The message rather clearly works to define the fact that every employee has the right to make his or her own choice since naukri is on the prowl.

Sanjay Sharma, Creative Director, FCB Ulka, maintains, “Hari Sadu is a work of fiction which has used humor and creative expression to express its message. The humor is directed at the boss who is the main protagonist in the advertisement and was in no way intended to hurt any individual’s sentiments. The Hari Sadu advertisement borrows from the same genre as all advertisements of Naukri so far carried. Hari Sadu is a caricature who is exaggerated enough to magnify himself into a Hindi film villian.”

Hitesh Oberoi, COO, Naukri.com added, “Our brief to the agency was not to create an irreverent situation but one with attitude. The situation as it plays out in the Hari Sadu advertisement is broadly representative of the product, which is naukri, the bad villainous boss, the hero and the supporting actor. The message is clear - treat your employees well or naukri is on the prowl. The advertisement is clearly supportive of the standpoint of the employee essentially as we wanted humor to come across as the mainstay of the ad.”

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