Jasprit Bumrah Stars in Foundit’s New Brand Film “Boss Aaj Kal”

A Fresh Take on Workplace Dynamics

Foundit, the rebranded avatar of Monster, has released a witty and modern brand film that brings a new perspective to workplace culture. Titled Boss Aaj Kal, the film stars cricketer Jasprit Bumrah and uses humour to show how employees feel more confident and empowered when they have access to the right opportunities. In doing so, the campaign reframes the traditional boss-employee dynamic, making it more collaborative and less hierarchical.

Why Jasprit Bumrah Fits the Narrative

Bumrah’s qualities of precision, speed, and consistency perfectly align with Foundit’s positioning as a career platform built on relevance and timing. Just as Bumrah delivers under pressure on the cricket field, Foundit aims to deliver the right job opportunities to professionals at the right time. The brand signed him as ambassador earlier this year, recognising his persona as an ideal fit for their mission of empowering today’s workforce.

Showcasing the AI Advantage

The campaign does more than entertain. It reinforces Foundit’s technological edge, with its AI-powered platform designed to help professionals across Asia and the Middle East discover personalised opportunities. By combining advanced algorithms with an intuitive interface, Foundit makes career discovery faster, more relevant, and more tailored to individual aspirations. The film communicates this advantage through light storytelling, ensuring that the message resonates with young job seekers navigating an increasingly competitive market.

Building on Brand Momentum

Since rebranding from Monster in 2022 and launching its upgraded platform in 2023, Foundit has been steadily reshaping its identity. The new film continues that journey, presenting the company not just as a job board but as a career partner for modern professionals. By blending humour with technology-driven insights, Boss Aaj Kal positions Foundit as a forward-thinking brand that understands both workplace realities and future trends.

Resonating with Today’s Workforce

The workplace has changed dramatically, with employees seeking not just jobs but growth, purpose, and balance. Foundit’s new campaign taps into this sentiment, showing how access to the right tools can shift the power dynamic and help professionals thrive. With Bumrah’s relatable presence and a message rooted in empowerment, the brand is aiming to strike a chord with a generation that values precision and opportunity in equal measure.

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