Metro Ride Triggers Career Rethink Naukri's New Mirror-Ad Campaign

Naukri has launched a new out-of-home campaign across Mumbai and Delhi metros that turns daily travel moments into prompts for career reconsideration.

The centre of the campaign is the line “Kab tak latke rahoge?”, positioned next to mirrors inside metro coaches to catch the attention of commuters entering or exiting the train. The messaging targets professionals who feel stuck in their current roles but have not explored alternatives.

The mirrors are placed beside doors where riders naturally pause, creating a moment to reflect — literally and figuratively. The idea is to use a regular public space to push job-seekers and working professionals to think about upgrading or changing their job rather than delaying action.

Since the campaign went live, commuters have shared images of the mirrors and slogans on social media platforms. The posts have helped the campaign gain traction beyond metro stations. The campaign format encourages user-generated posts, which is helping extend its visibility without additional placements. 

• Naukri’s metro mirror campaign encourages commuters to rethink career choices
• The “Kab tak latke rahoge?” message uses real commute moments to trigger job reconsideration
• The campaign blends humour and relevance to spark career action among working professionals

Sumeet Singh, Group Chief Marketing Officer at Infoedge, said the campaign aims to reach professionals in a relatable environment and act as a reminder that new opportunities exist. According to Singh, the communication aligns with Naukri’s role as a platform built to help job-seekers find better opportunities and stay aware of career shifts.

The activity follows the brand’s earlier “Peanut” campaign and CA Day messaging. Both initiatives focused on creating simple, contextual reminders that speak directly to the realities of India’s working population. With this metro campaign, Naukri continues using everyday settings instead of formal advertising spaces to connect with its audience.

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By placing mirrors inside transit environments, the brand changes a routine commute into a subtle call-to-action for individuals feeling stagnant in their careers, encouraging them to explore new roles or growth opportunities on the platform.