Released on: 27, March 2006
, Author: INSIGHT COMMUNICATION
, Audience: Internet related
Situation: An 11 year old boy from Chandigarh, Master HariBhanot has objected to the use of the first name Hari in the Hari Saduadvertisement of Naukri.Com, India s number 1 jobsite and has sent a legal notice tothe website claiming harassment by his school mates owing to the similarity in name. He has claimed Rs 1 Crore as charges and also asked Naukri to remove theadvertisement it is currently running on television and has been for some monthspreceding this new development. Naukri s and FCB Ulka s response.In the light of recent news coverage s and incidents regarding the Hari SaduAdvertisement, which has been running on Television, we would like to state that theadvertisement is a work of fiction and the characters and situations are fictionaland 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 caricaturerepresentative of a pesky and arrogant boss and in it s over emphasizing the notso refined qualities of the boss lies the humor. Clearly the scene played out in theadvertisement has borrowed from the typical Hindi film formula of villain, hero andsupporting actor (hero)!! The message rather clearly works to define the fact that every employee has theright to make his or her own choice since naukri is on the prowl. Making advertisements requires the use of a creative license and while we dosympathise with the child in question here we must also point out that the characterin question here is not Hari but Hari Sadu . Surnames exist to distinguishindividuals bearing common first names. Interestingly the name Hari Sadu wasselected after looking at phone books and an extensive google search and findingnobody of that name, in order to minimize causing any offense to anyoneinadvertantly. Naukri.com is in no way responsible or liable for the fact that Master Hari Bhanotis getting teased by his friends.Sanjay Sharma, Creative Director, FCB Ulka maintains, Hari Sadu is a work offiction which has used humor and creative expression to express its message. The humour is directed at the boss who is the main protagonist in the advertisementand was in no way intended to hurt any individuals sentiments. The Hari Saduadvertisement borrows from the same genre as all advertisements of Naukri so farcarried. Hari Sadu is a caricature who is exaggerated enough to magnify himself intoa Hindi film Villian .Hitesh Oberoi, COO, naukri.com further added, Our brief to the agency was not tocreate an irreverent situation but one with attitude!! The situation as it plays outin the Hari Sadu advertisement is broadly representative of a) the product which isnaukri b) the bad villianous boss c) the hero and the supporting actor. The messageis clear - treat your employees well or naukri is on the prowl. The advertisement isclearly supportive of the standpoint of the employee essentially as we wanted humourto come across as the mainstay of the advertisement About Naukri.comNaukri.com is the definitive Indian careers website on the internet. It is a forumwhere employers, placement agencies and job seekers can exchange information,quickly, effectively and inexpensively. At Naukri.com, you can advertise for a job,search for a job, browse through resumes, place your resume, place your home page,visit employers ' home pages and visit other Indian and International career sites.It is a one stop information clearing house about jobs and careers for Indians.Log on to www.naukri.comFor further information, please contact:Sonali Shyam/Tripti SinghINSIGHT COMMUNICATIONMobile ;9891820253/9911355774Tel: 011-29532948-End-
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