Naukri.com has returned with a fresh take on appraisal season, blending humour with workplace insight through its latest campaign, ‘Kya Milega Iss Appraisal – Peanuts ya Lollipop?’. Building on last year’s viral “peanuts” metaphor for low salary hikes, the brand introduces a new symbol-the “lollipop”-to represent inflated job titles without meaningful rewards.
Link: https://www.instagram.com/p/DWg-QtjE_5c/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
Together, the peanut and lollipop cleverly capture a common sentiment among Indian professionals: whether their appraisal brings a modest increment or just a fancy designation. The campaign taps into this relatable truth, turning it into a culturally resonant narrative.
To bring the idea alive, Naukri launched an on-ground activation at DLF CyberHub, featuring a giant peanut and lollipop installation. Visitors could interact with a digital screen to discover their “appraisal outcome,” drawing participation from thousands of corporate professionals.
The campaign further scaled through a collaboration with Swiggy Instamart. Consumers across five metro cities received surprise “appraisal letters” with their orders, revealing either a peanut or a lollipop-designed as a shareable, social-first unboxing experience that quickly gained traction on Instagram and LinkedIn.
With over 120 million impressions and participation from 100+ influencers, including Kaanya Pandhi and Shitiz Dogra, the campaign has amplified its reach significantly.
By turning a universal workplace frustration into a witty, engaging format, Naukri.com continues to strengthen its positioning as a brand that truly understands the professional mindset.
