Naukri.com associates with Koffee With Karan Season 7 on Disney+ Hotstar to help job seekers find their dream jobs

Finding the right job can be difficult. Having a trusted partner by one’s side can go a long way in making the process easier. Naukri.com wanted to let job seekers know it’s there for them every step of the way. The brand partnered with Koffee With Karan Season 7 on Disney+ Hotstar to reach urban, affluent audiences at scale. It aimed to drive awareness, preference and top-of-mind recall among digital-first audiences, who are most likely to use the portal for a job search.

#MyKindaNaukri campaign focussed on prompting the portal’s effectiveness in helping job seekers find their preferred jobs and reach their professional goals. The brand wanted to keep up its communication in sync with the evolving needs of job seekers in today’s world — ranging from career growth to work culture. That Naukri.com ‘gets it’ and can facilitate them to get the job of their dreams. 

The Strategy & Execution

Reaching young, affluent and ambitious job seekers was crucial for Naukri.com. The brand wanted to maximise visibility and create brand favourability at scale. Koffee With Karan Season 7 was a perfect fit for the endeavour because it allowed the brand to leverage the positive and passion-driven sentiments around the show, funnelling it all into creating a space where a fun and entertaining narrative could play out. 

Disney+ Hotstar enabled custom cohorts for Naukri.com, making it easier for the brand to reach urban, affluent audiences aged between 18 and 34 years and residing in the top metros across the country. During the show’s ad breaks, they were targeted via 20-second ads of the #MyKindaNauri campaign.

Client Speak

Impact

Associating with a high-impact property like Koffee With Karan Season 7 helped Naukri.com achieve a significantly higher uplift in aided awareness and purchase intent for the #MyKindaNauri campaign.