Chhota Kaam? (2023)
Urban Company
India’s blue-collar jobs have often been segregated into boxes by the class and caste system. From bathroom cleaning to waxing to even plumbing, most of these professions, now listed on Urban Company come attached with societal baggage. The respect gap between our country’s white-collar and blue-collar forces is a huge chasm at the moment. But because of aggregators like Urban Company that invest in technology and skill-accreditation, blue-collar jobs are slowly but steadily moving from caste-based to expertise-based.
For Urban Company’s ninth anniversary, we wanted to talk about the dignity of labour, or the lack thereof in our society. Because no matter your profession, work isn't just work, it's pride in a job well done.
Awards
1 x Kyoorius Blue Elephant
in Creativity in PR
30.1M
views
24.5M
reach
66.8%
view through rate
$55,312
in earned media
“Cornerstone in redefining
the future of work”
“Raises a fundamental question about what is ‘respectable’ work”
“Reinforces the idea that anything worth doing is worth doing well”