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Monday, March 27, 2006
Delhi(UNI): An 11 year old boy from Chandigarh, Master Hari Bhanot has objected to the use of the first name "Hari" in the Hari Sadu advertisement of Naukri.Com, India's number 1 jobsite and has sent a legal notice to the 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 the advertisement that is currently running on television and has been for some months preceding this new development.
Naukri.com responded saying "In the light of recent news coverage's and incidents regarding the Hari Sadu advertisement, which has been running on Television, we would like to state that the advertisement is a work of fiction and the characters and situations are fictional and 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 caricature representative of a pesky and arrogant boss - and in it's over emphasizing the not so refined qualities of the boss lies the humor. Clearly the scene played out in the advertisement has borrowed from the typical Hindi film formula of villain, hero and supporting actor (hero)!! The message rather clearly works to define the fact that every employee has the right 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 do sympathise with the child in question here we must also point out that the character in question here is not "Hari" but "Hari Sadu". Surnames exist to distinguish individuals bearing common first names. Interestingly the name " Hari Sadu" was selected after looking at phone books and an extensive google search and finding nobody of that name, in order to minimize causing any offense to anyone inadvertantly. Naukri.com is in no way responsible or liable for the fact that Master Hari Bhanot is getting teased by his friends.
Sanjay Sharma, Creative Director, FCB Ulka maintains, "Hari Sadu is a work of fiction which has used humour and creative expression to express its message. The humour is directed at the boss who is the main protagonist in the advertisement and was in no way intended to hurt any individuals sentiments. The Hari Sadu advertisement borrows from the same genre as all advertisements of Naukri so far carried. Hari Sadu is a caricature who is exaggerated enough to magnify himself into a Hindi film Villian".
Hitesh Oberoi, COO, Naukri.com further added, "Our brief to the agency was not to create an irreverent situation but one with attitude!! The situation as it plays out in the Hari Sadu advertisement is broadly representative of
a) the product which is naukri
b) the bad villianous boss
c) the hero and the supporting actor.
The message is clear - treat yr employees well or naukri is on the prowl. The advertisement is clearly supportive of the standpoint of the employee essentially as we wanted humour to come across as the mainstay of the advertisement"
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