MAM
Toyota moves to fun & thrill in its ‘Waku Doki’ campaign
MUMBAI: Toyota Kirloskar Motor (TKM) launched its new Waku Doki Multi-Media campaign targeted at the youth in India.
The creatives of the campaign have been conceptualised by Percet/H. With this campaign, Toyota introduces the audiences to its new brand promise, ‘Toyota will make your heart go Waku Doki.’
The name of the campaign ‘Waku Doki‘ in Japanese means ‘Heightened anticipation and excited heart thumping’.
The focus of the campaign is to communicate that the product offers excitement to the youth through different activities. The campaign also aims to involve people from various walks of life to share their moments wherein they have felt ‘Waku Doki’. The feeling will then be linked to owing a Toyota and driving the vehicle.
The campaign provides racing heartbeats, adrenaline rush, thrilling excitement and exhilaration which can be felt by any individual in instances to connect the essence of the phrase Waku Doki with the Indian audience.
Percept H Pvt Ltd senior creative director NileshNaik said, “The task was to make Waku-Doki synonyms with exciting, heart thumping moments. We did this through an integrated campaign which shows people from various walks of life, young and old experiencing Waku-Doki moments in their everyday life. Moments that every Indian can relate to.”
The campaign has appeared in the newspapers and has hit the TV channels. It has also aired on You Tube and radio channels.
Toyota Kirloskar Motor MD Hiroshi Nakagawa said, “With this campaign we are trying to move to the next level and assume a new face – thrilling, exhilarating and fun. With this shift, we hope to build up the emotional quotient and endear our consumers to the brand .We are “very Waku Doki with this campaign” and hope this Waku Doki feeling can be widely spread in India. ”
In the year 2010, Toyota launched its ‘Quality Promise’ campaign which was supported and further enhanced by the ‘Toyota yani Bharosa’ campaign. It aimed at rewarding every consumer with a smile.
Brands
33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
