MUMBAI: Smartworks, provider of shared workspaces, has launched its brand with the tagline ‘Workspaces That Work for You’ through its new video campaign. Smartworks aspires to reinvent India’s workspaces with a simple motto – “Create office spaces where people ‘want’ to go, not just ‘have’ to go!” Smartworks currently has over 7,00,000 square feet of best-in-class, bespoke shared workspaces. The company’s operations span 14 centres in nine tier 1 cities across the country.

Smartworks has assigned a robust budget of approximately 50 lakh covering outdoor, digital and print advertisements to be rolled out as the young brand steps into its second year of operations in 2018. The campaign leads with a series of three social media brand videos showcasing the value proposition that it provides to its customers, i.e., hassle free work spaces, highly customised, personalised offices and technology-rich environments. 

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Smartworks founder Neetish Sarda mentions, “Exposure to future workspaces and high employee engagement levels in US and Singapore across offices like LinkedIn, Microsoft and Google made me evaluate the current status quo in my father’s office in Kolkata and India in general. It made me think why a delightful office experience is inaccessible and costly, available only to elite organisations  This led me to radically transform this experience for the new age workforce in India. My visits to traditional offices across India – poor aesthetic design, low employee energy levels, limited flexibility, and dysfunctional employee culture – reinforced my belief that commercial office space needs to be disrupted.”

Bollywood actor Brijendar Kala features in the first brand video which is created as a humorous take on traditional office life. The video was released across the company’s social media handles and has garnered a whopping 500,000 views in just 24 hours.

Smartworks co-founder Harsh Binani says, “Making employees’ happiness it’s Holy Grail, Smartworks, today has become a torchbearer of India’s shared spaces. We measure our success based on employee happiness index and how we have transformed the overall office experience of any Smartworker. Our aim is to build tailor-made offices wherein a company could thrive on qualitative networking opportunities and expand itself while shaping the office as per its own culture and ecosystem in the Smartworks universe. We put great emphasis on the privacy of our clients while connecting them within the community with like-minded professionals.”

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Boring Brands co-founder and CEO Anshul Sushil adds, “As Smartworks believes in providing perfectly customised office spaces to its clients, it was a key mandate for us to convey that they will be there for their clients every step of the way. Our strategy was to show something which appeals to the sensibilities of a corporate as well as millennial workforce in the ever changing dynamics of workspaces. Today’s audience looks for commercials which go beyond the conventional and ordinary; they want something to relate to. Keeping this preference in mind, we gave them a slice of life with a comic angle. We want them to instantly connect with the advertisement and know that Smartworks has the solutions to all their office woes.”