Known for its great coffee, vibrant culture and appeal to young entrepreneurs, WeWork India has been making headlines owing to the fact that the allegedly bankrupt WeWork is deliberating upon selling its stake in WeWork India.
But even with all this, the one undeniable fact is that despite being perceived as a hub for startups and SMBs quite oftenly, WeWork India has emerged as a cultural hub and preferred workspace for a wide range of businesses, including large enterprises and Fortune 500 companies.
Hence to bridge the gap between perception and reality in what people think WeWork India represents versus its true offerings, WeWork has partnered with Fundamental, an indie advertising agency, for ‘Your Office, Your Way’ campaign.
The campaign encompasses all that WeWork offers by drawing parallels with everyday office life-instances, characters, and practices that anyone who has ever had a job will identify with.
Furthermore, the brand campaign also highlights the workspace management company’s varied offerings and tailored solutions that cater to teams of any size- from a single seat to an entire private floor or even a dedicated building, ensuring it meets the unique needs of every business.
Additionally, the company also offers the kind of flexibility that allows organisations that operate in multiple cities to work seamlessly as well as the value-adds and overall facility management work out cost-effective in the long run and eliminate operational worries.
The brand in its campaign series also touched upon how WeWork can give clients the type of design and layout choices that convert a workspace into a fully personalised one rather than a prototype of the WeWork aesthetic.
Link to the ad campaign-
Speaking about this perception-altering shift in the brand’s strategy, Debosmita Majumder, Chief Marketing Officer, WeWork India, said, “For a long time, WeWork India has been seen as startup-centric, but our clientele has fast evolved to become enterprise-led . However, market awareness of this shift has been limited, and we aim to change that with this brand campaign. As the needs of corporate India have evolved, enterprises and Fortune 500 companies are now seeking flexible real estate solutions that meet the unique demands of today’s workforce. WeWork India is equipped to provide productive workspaces, exceptional services, and scalable solutions for all office-goers across cities in India.”
Speaking about the campaign further Pallavi Chakravarti, Founder and CCO, Fundamental, added, “Sometimes you just have to tell it like it is. Given the sharpness of the problem we identified, the solution wrote itself. Our target audience spans interns to head honchos and everyone in between. Anyone who has spent any time at all in a professional environment understands all too well the tropes we’ve leaned into with this campaign. So while there are many things about office life they all know to be true, there are some truths they are oblivious to. Like how much sense it makes to take up office space at WeWork India.”
