CEO is chief executive officer, right? But, it is not so, says TimesJobs, a job search portal by The Times Group. It is 'Career Enhancement Officer', according to its recently launched TV campaign 'India's Most Loved CEO'. The ad has been conceptualised by Innocean Worldwide, a Delhi-based ad agency.
The campaign was also promoted through digital, OOH, and the print medium.
The frustrated man actually takes their words seriously and dares to enter the office of the chief executive officer to take his opinion, only to be abused and thrown out of his cabin. And, in the process, his colleagues have a good laugh.
He is then told that he went to the wrong CEO and is then shown what CEO stands for -- 'Career Enhancement Officer'.
Talking about the job search portal's objective, he further adds, "Professionals, today, want to take decisions based on long-term growth, and not short-term gains. Company culture, work-life balance, career growth prospects, role adaptability, and role transitions all play a significant part in making career choices. TimesJobs has transformed to address their needs."
Saurabh Dasgupta, national creative director, Innocean Worldwide, says in a press release, "Our effort has been to bring alive the advantages that careerists can get by getting the CEO - 'Career Enhancement Officer' on their side. The users of the site are mature career builders who are looking at real world insights, and not some verbiage. Hence, we have stayed true to the product promise and strengths."
"Not really. Hari Sadu was a cult ad and this is pretty ordinary compared to that. Hari Sadu put a mischievous smile on your face while this ad tries too hard. It's just a prank ad which tries hard to make the connect between TimesJobs and the situation," says Dingra.
Could they have done something different?
Dingra says, "The concept of the ad is not that bad, but the execution is below average. The prank could have been more intelligent, elaborate, quirkier and fun."
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