Top Story


Home >> Digital >> Article

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

Font Size   16
‘Hari Sadu’ ad of 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 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 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 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, 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.”


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...