A Bold Campaign to Redefine the Modern Workplace

WeWork India has been synonymous with startups and small businesses for years, often seen as a hub for young entrepreneurs and creative professionals. But the reality is far more expansive. With a growing client base that now includes enterprises and Fortune 500 companies, the company sought to change perceptions and highlight its ability to serve businesses of all sizes. Enter “Your Office, Your Way,” a creative campaign designed to break stereotypes and showcase WeWork India’s flexible workspace solutions in a fresh, engaging way.

The Market Shift Driving the Campaign

The Indian office market has demonstrated remarkable resilience, with 167,700 seats leased in flexible spaces in the last financial year, contributing to a US$ 3.5 billion industry. Businesses across IT, BFSI, consulting, e-commerce, and manufacturing have fueled this demand, seeking workspace solutions that align with evolving workforce needs. Yet, despite this industry-wide shift, WeWork India battled lingering misconceptions about its offerings.

“WeWork India has been seen as startup-centric, but our clientele has fast evolved to become enterprise-led,” said Debosmita Majumder, Chief Marketing Officer, WeWork India. “However, market awareness of this shift has been limited, and we aim to change that with this brand campaign.”

The Creative Strategy: Breaking Myths Through Familiar Work-Life Scenarios

The campaign, crafted in partnership with Fundamental, a creative agency, was rooted in universal office experiences. By tapping into widely recognised workplace tropes—such as meetings running over time, last-minute deadlines, and the quest for the perfect workspace—the campaign juxtaposed these relatable scenarios with WeWork’s diverse offerings.

“Sometimes you just have to tell it like it is,” said Pallavi Chakravarti, Founder and CCO of Fundamental. “Anyone who has spent any time in a professional environment understands the tropes we’ve leaned into with this campaign. While there are many things about office life people already know, there are also some truths they are oblivious to—like how much sense it makes to take up office space at WeWork India.”

With a core message of “There’s a lot you already know about offices. Now here’s something you didn’t.”, the campaign aimed to challenge outdated perceptions and introduce new possibilities.

A Visual Treat: The Execution Behind the Campaign

The challenge wasn’t just to communicate WeWork India’s flexible solutions but to do so in a visually compelling way that retained audience interest. The campaign utilised a 2D+3D graphic treatment and life-size props to achieve this, making the product windows feel immersive and eye-catching. Since product showcases often lead to engagement drops, this technique ensured audiences stayed engaged when critical information was shared.

The campaign was released across multiple formats simultaneously, with 45-second, 30-second, and 15-second edits launched on social media in a single go. Rather than rolling out content in phases, this strategy helped powerfully land the brand’s message from the outset.

The Results: A Game-Changer for WeWork India

The numbers speak for themselves. The campaign exceeded its initial reach target by 1.3x, with a 14% increase in brand awareness. Website traffic surged by 60% compared to the previous year, and ad clicks doubled initial expectations, resulting in a 25% reduction in impression costs. Even more significantly, lead quality improved by nearly 100% year-over-year, proving the campaign’s success in attracting serious business clients.

As more enterprises seek customised, scalable, and cost-effective workspace solutions, WeWork India’s campaign is a powerful case study in repositioning a brand within a shifting industry landscape. By speaking directly to the realities of corporate life—and dispelling outdated myths—the company is not just providing office space but shaping the future of how India works.