Naukri has launched a new contextual out-of-home campaign across Mumbai and Delhi Metro networks to nudge working professionals toward overdue career decisions. The campaign carries a bold central message: “Kab tak latke rahoge?”, urging commuters to reconsider staying in roles that no longer align with their goals or satisfaction.
A key element of the activation includes strategically placed mirror installations near metro doors-spots where passengers naturally pause while entering or exiting the train. This placement transforms a routine commute moment into an unexpected reflection point, both literally and emotionally. By leveraging this behavioral insight, the campaign encourages individuals to acknowledge dissatisfaction they may have been ignoring.
Early reactions indicate strong resonance. Commuters have been sharing images and videos across social platforms, amplifying visibility and sparking conversations around workplace dissatisfaction, stagnation, and career choices. According to Naukri, user-generated content has significantly contributed to the reach and momentum of the campaign.
Sumeet Singh, Group Chief Marketing Officer at InfoEdge, emphasized the company’s focus on creating relatable, context-driven marketing that aligns with real professional sentiment. He explained that the campaign reflects Naukri’s commitment to helping jobseekers take action and navigate career transitions with confidence.
This activation builds on Naukri’s ongoing marketing approach, seen previously in initiatives like the Peanut campaign and CA Day communications-both grounded in cultural observations and relatable insight. Initial response suggests the metro execution effectively captures the attention of urban working audiences, reaffirming the continued power of contextual OOH in influencing career mindset shifts during everyday environments.
