Advertisements are created to connect to the consumers at a deeper
But the Hari Sadu advertisement of the career portal Naukri.com has
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’
the Hari Sadu ad of Naukri.com. The commercial has irked Bhanot to such
extent that he has sent a legal notice to the website claiming
his schoolmates owing to the similarity in name.
Bhanot has claimed Rs 1 crore as charges and also asked Naukri to
advertisement that is currently running on television.
But, argue Naukri.com and FCB Ulka (the creative agency of Naukri), the
is a work of fiction and the characters and situations are fictional
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
representative of an arrogant boss - and in it's over emphasizing the
refined qualities of the boss lies the humor. The message rather
works to define the fact that every employee has the right to make his
her own choice since naukri is on the prowl.
Sanjay Sharma, Creative Director, FCB Ulka, maintains, “Hari Sadu is a
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
the advertisement and was in no way intended to hurt any individual’s
sentiments. The Hari Sadu advertisement borrows from the same genre as
advertisements of Naukri so far carried. Hari Sadu is a caricature who
exaggerated enough to magnify himself into a Hindi film villian.”
Hitesh Oberoi, COO, Naukri.com added, “Our brief to the agency was not
create an irreverent situation but one with attitude. The situation as
plays out in the Hari Sadu advertisement is broadly representative of
product, which is naukri, the bad villainous boss, the hero and the
supporting actor. The message is clear - treat your employees well or
is on the prowl. The advertisement is clearly supportive of the
of the employee essentially as we wanted humor to come across as the
mainstay of the ad.”