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WeWork India’s latest campaign, titled ‘Great Inspires Great’, highlights an ideal workspace. WeWork has been in India for the last five years, and this is its largest campaign, to date.
Megha Agarwal, Head of Brand and Marketing, WeWork India, says that the company has always been a digital-first brand. “We operate for a wide spectrum of consumers. We have solopreneurs and startups on one end and large MNCs on the other. Digital media helps us to do performance marketing in a targeted way. It ensures that the campaign delivers the best ROI and reaches out to all cohorts.”
Digital helps the brand to ensure that it is not bombarding consumers with irrelevant messages. Agarwal mentions that for this particular campaign, the brand took a 360-degree approach. “While the largest spending will continue to be on digital, there will be a healthy mix of TV, OTT, outdoor, and radio. We will also use our large buildings for facade branding.”
Agarwal mentions that WeWork has the unique advantage of offering a global community and platform in India. This is not easily imitable. The large global community is not what a lot of brands can boast about, as it has been curated over the last 10 years through global efforts. That is what the campaign also aims to explain to its potential members and partners - to choose WeWork, while they look at their flex strategy.
Elaborating on the timing of the campaign, Agarwal reveals that it was thought through and timed with an intention to go live now. The pandemic has been a challenging time for multiple industries across the board. For the co-working space, it was a time when the buildings were less occupied and everybody started questioning whether this industry will survive or not. This was because most people and organisations started working from home.
Agarwal shares that WeWork has seen a 20% growth in its enterprise space and is upwards of 70%, in terms of enterprise contribution. Currently, WeWork India operates in the five key cities of Delhi-NCR, Mumbai, Bengaluru, Hyderabad and Pune. It is reportedly looking to raise $300 mn to expand operations in India, as companies and employees are starting to come back to work and are looking for office spaces.
While eyeing expansion, WeWork also aims to continue investing in its brand. Agarwal shares that over the last year, WeWork has launched three big products, which are now in the position of scaling up. These are on-demand, virtual offices and a global product called all access.
