WeWork makes space for diversity and inclusivity

WeWork India has rolled out a film-led campaign titled 'great inspires great' that has been conceptualised by FCB Ulka.

 

The campaign consists of a master film and three product-related films. In the master film, WeWork has kept diversity and inclusivity at its core and shows how it's a community that helps businesses of all sizes grow. The product-related films are scheduled to go on air on 26 September.

 

Campaign India caught up with Megha Agarwal, head - brand and marketing, WeWork India, to learn more about the brand campaign which is scheduled to run till the end of the year and its growth in the country.

 

Edited excerpts:

 

What was the brief given to FCB Ulka?

 

Our brief to them was that we want to reach those who dare to dream, who demand more, and never compromise or settle for less - who want to come into an environment where dreams thrive and become reality. We worked with the FCB team on this aspirational thought, and they set up the base for the campaign, which led to our key objectives wherein we want to demystify the normalisation of ‘good’ and urge people to make every pixel of their dream a reality.

 

Along with the film, what else will the campaign consist of?

 

WeWork has a diverse member base belonging to various fields. Digital media is the dominant touchpoint for us to connect with them, and we always take a digital-first approach. The 60-second brand film will be amplified through a 360-degree campaign spanning social, digital, radio, OOH and TV. 

 

We will also release three product films that will be promoted across platforms to showcase the breadth of products at WeWork India which makes it an end-to-end workspace solutions provider. 

 

Post the outbreak of the pandemic, how has WeWork recovered?

 

At a time when it was presumed that co-working spaces will die down, not only did the industry survive and thrive, over time it has evolved into an indispensable part of real estate planning for most companies. As per a global study by Kantar, 70% of respondents believe flexible working brings overall benefits to the employee. According to a Deloitte study, 94% of respondents say they would benefit from work flexibility, with the top gains being less stress/improved mental health, and better integration of work and personal life.

 

During the pandemic, we witnessed a spike in demands for flex spaces and created conversations on all our social and digital platforms to establish an engaging connection with our members and audiences with the use of well-thought-out creative content strategies. We have also doubled down on increasing our digital touchpoints across owned platforms, product offerings, facilities, technology as well as member experience which has led to us being one of the leaders in this category. 

 

The extensive digital presence and focus on media have helped scale the business through higher lead generation and sales. In Q1 2022, we witnessed our first profitable quarter with over 250 crores of revenue and 25 crores of profit (EBITDA) which is a huge achievement considering the impact of the pandemic across industries. 

 

This not only is a testament to the stakeholder confidence in WeWork as a brand but also is an indicator of the trust and belief in the company’s business model, even during the pandemic. All these factors indicate the consistent upward trajectory of WeWork India, during and post the pandemic. 

 

Are those opting for co-working spaces still hesitant to work from a public place?

 

The Covid era has made employees adapt to a certain lifestyle and work pattern which has definitely affected their approach to a traditional workplace. This led to a significant need for proper health and safety measures which was a priority for employees as they stepped out to avoid contracting the virus. For this, WeWork India encouraged employees to embrace the hybrid work culture by focusing on health and safety measures such as a partnership with Dettol to provide industry-defining standards of cleanliness and disinfection. It is also the only shared workspace in India to receive global certification from The British Safety Council.

 

In the current scenario, individuals do want to work in an environment that is customised and well equipped to cater to their expectations and improve productivity provided they cater to their health and safety requirements. 

 

How many locations does WeWork have across India?

 

WeWork India is present in 40 locations across six cities in India - Bengaluru, Mumbai, Gurugram, Noida, Pune and Hyderabad.