Table of Contents

1. What was the “Chhota Kaam, Bada Respect” campaign about?
2. When did Urban Company launch the campaign?
3. Why was public perception a challenge for Urban Company?
4. What PR strategy helped change public perception?
5. What core message shaped the campaign’s narrative?
6. How was the campaign executed across channels?
7. What was the public response to this campaign?
8. What can PR students learn about public perception from this campaign?
9. Did the campaign face any public criticism?
10. Why does this public perception campaign stand out?

How Urban Company’s PR Strategy Reframed Public Perception of Gig Workers in India

What was the “Chhota Kaam, Bada Respect” campaign about?

In 2023, Urban Company launched a compelling campaign that directly addressed public perception of gig workers in India. Titled “Chhota Kaam, Bada Respect”, the campaign aimed to confront social biases about small jobs often considered low-skilled. Rather than positioning these tasks as ordinary, Urban Company chose to spotlight them as essential and skilled.

Although electricians, cleaners, beauticians, and plumbers form the foundation of Urban Company’s operations, they are often viewed as “lesser” professionals. Therefore, the brand used the campaign to reshape these perceptions—both in society and among its customers. Moreover, it was a powerful message of equality and dignity.

The campaign did more than win views. It built emotional connections and reinforced brand credibility, reflecting a growing need in PR for purpose-driven narratives that influence public perception at scale.

When did Urban Company launch the campaign?

The timing of the campaign was both strategic and symbolic. Planning began in March 2023, just as public discourse around gig worker rights was intensifying in India.

On May 1, 2023—Labour Day—Urban Company launched the #ChhotaKaamBadaRespect campaign across all digital platforms. This timing gave the message added weight, linking it to broader conversations about workers’ rights and professional dignity.

From May through July, the campaign was pushed on multiple channels. But even after the peak media cycle ended, Urban Company continued to weave the campaign values into employee training and customer communication. Hence, it was not a one-time event but a continuous branding strategy anchored in respect and professionalism.

Why was public perception a challenge for Urban Company?

Changing public perception was not just a creative decision but a strategic necessity for Urban Company. Despite being India’s top home services brand, it faced a widespread social stigma: its service providers were often seen as unskilled or temporary help.

In reality, these workers possessed strong technical know-how, attention to detail, and client-handling skills. But customers rarely acknowledged this. Instead, many considered their work as small, both in impact and dignity.

In such a scenario, Urban Company recognised that brand growth depended on humanising its workforce. The goal was to earn not only customer loyalty but also workforce satisfaction. Therefore, improving public perception became essential to long-term success.

What PR strategy helped change public perception?

Urban Company adopted a storytelling-led PR approach to influence public perception. Instead of showcasing services, the campaign focused on the people behind them.

Some core pillars of this PR strategy were:

• Narrative Shift: Replace stereotypes with real stories that showed gig workers as skilled professionals.
• Emotional Appeal: Avoid pity; focus on pride, perseverance, and personality.
• Brand Role: Position Urban Company as more than a marketplace—as a supporter of human dignity.
• Cross-Platform Promotion: Use Instagram reels, YouTube films, and influencer-led stories to amplify the message.

Moreover, the brand allowed its workers to speak for themselves. This not only gave authenticity to the campaign but also made it easier to shift public perception organically.

Read More: From Gut Feelings to Google Sheets: Making Communication Count

What core message shaped the campaign’s narrative?

The heart of the campaign was simple yet powerful: “There is no such thing as a small job. Every job deserves respect.” This message struck a chord with audiences across age and income groups.

Urban Company aligned its brand identity with professionalism, dignity, and purpose. Instead of promoting services alone, it promoted values. This strategy resonated widely because it redefined how society views everyday service roles.

In addition, the campaign signalled a shift in the corporate communication landscape. Purpose was no longer a secondary narrative; it became the main story. And by doing so, Urban Company ensured that public perception moved from viewing gig workers as background labour to recognising them as front-line professionals.

How was the campaign executed across channels?

Urban Company executed the campaign through a mix of film, digital storytelling, influencer marketing, and in-app features—all aiming to reshape public perception.

Digital Short Films:
Three powerful 2–3 minute stories were released, each based on real-life service professionals:

• A cleaner saving for her daughter’s education.
• A plumber solving problems with creativity.
• A beautician turning her side job into a business.

Each film ended with a consistent reminder: “Chhota Kaam? Bada Respect.”

Instagram Reels and UGC:
Behind-the-scenes videos of professionals at work added intimacy. The use of real testimonials created a ripple effect, encouraging users to post their own experiences.

Influencer Collaborations:
Popular creators shared before-and-after moments of their appointments and introduced audiences to the workers who served them. These stories helped normalise respect for service workers among younger audiences.

In-App Features:
Customers were nudged to leave personalised thank-you notes and high ratings, further reinforcing positive public perception through action.

Internal Training:
The campaign also included internal rollouts—training modules for employees and partners to align brand culture with external messaging.

What was the public response to this campaign?

The campaign witnessed overwhelming engagement. More than 12 million organic views were recorded across YouTube, Instagram, and other platforms. The hashtag trended around Labour Day, receiving over 100,000 shares in just the first week.

Brand Uplift:
Post-campaign surveys revealed a 23% rise in positive sentiment toward Urban Company’s ethical standards and service quality.

Customer Behaviour:
Customers were reportedly 25% more likely to speak respectfully to service partners. Hence, the shift in public perception translated into real behavioural change.

Internal Impact:
Gig partners reported increased morale and job pride. Urban Company also noted a drop in attrition rates across major cities, suggesting deeper workforce engagement.

Industry Recognition:
The campaign won major awards, including “Best Purpose-Driven Campaign” at the SABRE South Asia Awards and “Best Use of Digital Film” at the Kyoorius Creative Awards.

What can PR students learn about public perception from this campaign?

There are several critical takeaways for anyone studying PR or corporate communication—especially around managing public perception in a digital-first world:

• Human Stories Connect: Authentic narratives resonate more than statistics or slogans.
• Respect is Strategic: Elevating dignity can build both brand and workforce loyalty.
• Emotion Drives Engagement: People remember how you made them feel—not just what you said.
• Internal-External Alignment Matters: A campaign on dignity must be backed by genuine organisational practices.
• Purpose is Not a Trend: Campaigns that live their values have longer shelf lives and deeper impact.

As consultant Ambika Srivastava aptly put it:
“The most powerful brand stories come not from what you sell, but how you treat the people who deliver your promise.”

Read More: Ink of Democracy: How Symbolism in Media Drives Civic Engagement

Did the campaign face any public criticism?

Although widely appreciated, the campaign also came with scrutiny. Critics questioned whether the messaging was truly backed by internal policy reforms. Urban Company had previously faced criticism for issues like service partner pay and work conditions.

To avoid the risk of being seen as virtue-signalling, the company made public announcements about:

• Insurance coverage for partners
• Upskilling and training modules
• Fair pay and transparent policies

Hence, these efforts lent credibility to the messaging and prevented backlash. In today’s media climate, authenticity is key to shaping lasting public perception.

Why does this public perception campaign stand out?

Urban Company’s campaign broke away from traditional service marketing. It humanised the brand through soft storytelling, without relying on flashy slogans or aggressive media buys.

It also shifted the public perception of gig workers from anonymous service providers to respected professionals with stories worth telling. Moreover, it encouraged audiences to reflect on their own biases—and take action.

By embedding purpose into branding, Urban Company created a case study in how thoughtful communication can drive both business outcomes and social change.

Want to build campaigns that influence public perception?

If you’re passionate about designing impactful narratives that not only build brands but also uplift communities, there’s a place for you. Explore our specialised course on PGDM in Public Relations and Corporate Communications at the School of Communication & Reputation (SCoRe).

Visit us today https://www.scoreindia.org/ or give a call at +91 98115 72673 to know about the course in Public Relations.