{"id":7591,"date":"2025-07-02T10:43:52","date_gmt":"2025-07-02T10:43:52","guid":{"rendered":"https:\/\/scoreindia.org\/blog\/?p=7591"},"modified":"2025-07-02T10:43:54","modified_gmt":"2025-07-02T10:43:54","slug":"public-perception-gig-economy-urban-company-campaign","status":"publish","type":"post","link":"https:\/\/scoreindia.org\/blog\/public-perception-gig-economy-urban-company-campaign\/","title":{"rendered":"Public Perception and the Gig Economy: Urban Company\u2019s \u201cChhota Kaam, Bada Respect\u201d Campaign"},"content":{"rendered":"\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/scoreindia.org\/blog\/public-perception-gig-economy-urban-company-campaign\/#Table_of_Contents\" >Table of Contents<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/scoreindia.org\/blog\/public-perception-gig-economy-urban-company-campaign\/#How_Urban_Companys_PR_Strategy_Reframed_Public_Perception_of_Gig_Workers_in_India\" >How Urban Company\u2019s PR Strategy Reframed Public Perception of Gig Workers in India<\/a><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/scoreindia.org\/blog\/public-perception-gig-economy-urban-company-campaign\/#What_was_the_%E2%80%9CChhota_Kaam_Bada_Respect%E2%80%9D_campaign_about\" >What was the \u201cChhota Kaam, Bada Respect\u201d campaign about?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/scoreindia.org\/blog\/public-perception-gig-economy-urban-company-campaign\/#When_did_Urban_Company_launch_the_campaign\" >When did Urban Company launch the campaign?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/scoreindia.org\/blog\/public-perception-gig-economy-urban-company-campaign\/#Why_was_public_perception_a_challenge_for_Urban_Company\" >Why was public perception a challenge for Urban Company?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/scoreindia.org\/blog\/public-perception-gig-economy-urban-company-campaign\/#What_PR_strategy_helped_change_public_perception\" >What PR strategy helped change public perception?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/scoreindia.org\/blog\/public-perception-gig-economy-urban-company-campaign\/#What_core_message_shaped_the_campaigns_narrative\" >What core message shaped the campaign&#8217;s narrative?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/scoreindia.org\/blog\/public-perception-gig-economy-urban-company-campaign\/#How_was_the_campaign_executed_across_channels\" >How was the campaign executed across channels?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/scoreindia.org\/blog\/public-perception-gig-economy-urban-company-campaign\/#What_was_the_public_response_to_this_campaign\" >What was the public response to this campaign?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/scoreindia.org\/blog\/public-perception-gig-economy-urban-company-campaign\/#What_can_PR_students_learn_about_public_perception_from_this_campaign\" >What can PR students learn about public perception from this campaign?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/scoreindia.org\/blog\/public-perception-gig-economy-urban-company-campaign\/#Did_the_campaign_face_any_public_criticism\" >Did the campaign face any public criticism?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/scoreindia.org\/blog\/public-perception-gig-economy-urban-company-campaign\/#Why_does_this_public_perception_campaign_stand_out\" >Why does this public perception campaign stand out?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/scoreindia.org\/blog\/public-perception-gig-economy-urban-company-campaign\/#Want_to_build_campaigns_that_influence_public_perception\" >Want to build campaigns that influence public perception?<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Table_of_Contents\"><\/span>Table of Contents<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>What was the \u201cChhota Kaam, Bada Respect\u201d campaign about?<\/li>\n\n\n\n<li>When did Urban Company launch the campaign?<\/li>\n\n\n\n<li>Why was public perception a challenge for Urban Company?<\/li>\n\n\n\n<li>What PR strategy helped change public perception?<\/li>\n\n\n\n<li>What core message shaped the campaign&#8217;s narrative?<\/li>\n\n\n\n<li>How was the campaign executed across channels?<\/li>\n\n\n\n<li>What was the public response to this campaign?<\/li>\n\n\n\n<li>What can PR students learn about public perception from this campaign?<\/li>\n\n\n\n<li>Did the campaign face any public criticism?<\/li>\n\n\n\n<li>Why does this public perception campaign stand out?<\/li>\n<\/ol>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_Urban_Companys_PR_Strategy_Reframed_Public_Perception_of_Gig_Workers_in_India\"><\/span>How Urban Company\u2019s PR Strategy Reframed Public Perception of Gig Workers in India<span class=\"ez-toc-section-end\"><\/span><\/h1>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_was_the_%E2%80%9CChhota_Kaam_Bada_Respect%E2%80%9D_campaign_about\"><\/span>What was the \u201cChhota Kaam, Bada Respect\u201d campaign about?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>In 2023, Urban Company launched a compelling campaign that directly addressed <strong>public perception<\/strong> of gig workers in India. Titled <em>\u201cChhota Kaam, Bada Respect\u201d<\/em>, 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.<\/p>\n\n\n\n<p>Although electricians, cleaners, beauticians, and plumbers form the foundation of Urban Company&#8217;s operations, they are often viewed as &#8220;lesser&#8221; professionals. Therefore, the brand used the campaign to reshape these perceptions\u2014both in society and among its customers. Moreover, it was a powerful message of equality and dignity.<\/p>\n\n\n\n<p>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 <strong>public perception<\/strong> at scale.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"When_did_Urban_Company_launch_the_campaign\"><\/span>When did Urban Company launch the campaign?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>On May 1, 2023\u2014Labour Day\u2014Urban Company launched the <em>#ChhotaKaamBadaRespect<\/em> campaign across all digital platforms. This timing gave the message added weight, linking it to broader conversations about workers\u2019 rights and professional dignity.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_was_public_perception_a_challenge_for_Urban_Company\"><\/span>Why was public perception a challenge for Urban Company?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Changing <strong>public perception<\/strong> was not just a creative decision but a strategic necessity for Urban Company. Despite being India\u2019s top home services brand, it faced a widespread social stigma: its service providers were often seen as unskilled or temporary help.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>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 <strong>public perception<\/strong> became essential to long-term success.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_PR_strategy_helped_change_public_perception\"><\/span>What PR strategy helped change public perception?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Urban Company adopted a storytelling-led PR approach to influence <strong>public perception<\/strong>. Instead of showcasing services, the campaign focused on the people behind them.<\/p>\n\n\n\n<p>Some core pillars of this PR strategy were:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Narrative Shift:<\/strong> Replace stereotypes with real stories that showed gig workers as skilled professionals.<\/li>\n\n\n\n<li><strong>Emotional Appeal:<\/strong> Avoid pity; focus on pride, perseverance, and personality.<\/li>\n\n\n\n<li><strong>Brand Role:<\/strong> Position Urban Company as more than a marketplace\u2014as a supporter of human dignity.<\/li>\n\n\n\n<li><strong>Cross-Platform Promotion:<\/strong> Use Instagram reels, YouTube films, and influencer-led stories to amplify the message.<\/li>\n<\/ul>\n\n\n\n<p>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 <strong>public perception<\/strong> organically.<\/p>\n\n\n\n<p>Read More: <a href=\"https:\/\/reputationtoday.in\/from-gut-feelings-to-google-sheets-making-communication-count\/\">From Gut Feelings to Google Sheets: Making Communication Count<\/a><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_core_message_shaped_the_campaigns_narrative\"><\/span>What core message shaped the campaign&#8217;s narrative?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The heart of the campaign was simple yet powerful: \u201cThere is no such thing as a small job. Every job deserves respect.\u201d This message struck a chord with audiences across age and income groups.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>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 <strong>public perception<\/strong> moved from viewing gig workers as background labour to recognising them as front-line professionals.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_was_the_campaign_executed_across_channels\"><\/span>How was the campaign executed across channels?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Urban Company executed the campaign through a mix of film, digital storytelling, influencer marketing, and in-app features\u2014all aiming to reshape <strong>public perception<\/strong>.<\/p>\n\n\n\n<p><strong>Digital Short Films:<\/strong><br>Three powerful 2\u20133 minute stories were released, each based on real-life service professionals:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A cleaner saving for her daughter\u2019s education.<\/li>\n\n\n\n<li>A plumber solving problems with creativity.<\/li>\n\n\n\n<li>A beautician turning her side job into a business.<\/li>\n<\/ul>\n\n\n\n<p>Each film ended with a consistent reminder: \u201cChhota Kaam? Bada Respect.\u201d<\/p>\n\n\n\n<p><strong>Instagram Reels and UGC:<\/strong><br>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.<\/p>\n\n\n\n<p><strong>Influencer Collaborations:<\/strong><br>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.<\/p>\n\n\n\n<p><strong>In-App Features:<\/strong><br>Customers were nudged to leave personalised thank-you notes and high ratings, further reinforcing positive <strong>public perception<\/strong> through action.<\/p>\n\n\n\n<p><strong>Internal Training:<\/strong><br>The campaign also included internal rollouts\u2014training modules for employees and partners to align brand culture with external messaging.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_was_the_public_response_to_this_campaign\"><\/span>What was the public response to this campaign?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<p><strong>Brand Uplift:<\/strong><br>Post-campaign surveys revealed a 23% rise in positive sentiment toward Urban Company\u2019s ethical standards and service quality.<\/p>\n\n\n\n<p><strong>Customer Behaviour:<\/strong><br>Customers were reportedly 25% more likely to speak respectfully to service partners. Hence, the shift in <strong>public perception<\/strong> translated into real behavioural change.<\/p>\n\n\n\n<p><strong>Internal Impact:<\/strong><br>Gig partners reported increased morale and job pride. Urban Company also noted a drop in attrition rates across major cities, suggesting deeper workforce engagement.<\/p>\n\n\n\n<p><strong>Industry Recognition:<\/strong><br>The campaign won major awards, including \u201cBest Purpose-Driven Campaign\u201d at the SABRE South Asia Awards and \u201cBest Use of Digital Film\u201d at the Kyoorius Creative Awards.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_can_PR_students_learn_about_public_perception_from_this_campaign\"><\/span>What can PR students learn about public perception from this campaign?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>There are several critical takeaways for anyone studying PR or corporate communication\u2014especially around managing <strong>public perception<\/strong> in a digital-first world:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Human Stories Connect:<\/strong> Authentic narratives resonate more than statistics or slogans.<\/li>\n\n\n\n<li><strong>Respect is Strategic:<\/strong> Elevating dignity can build both brand and workforce loyalty.<\/li>\n\n\n\n<li><strong>Emotion Drives Engagement:<\/strong> People remember how you made them feel\u2014not just what you said.<\/li>\n\n\n\n<li><strong>Internal-External Alignment Matters:<\/strong> A campaign on dignity must be backed by genuine organisational practices.<\/li>\n\n\n\n<li><strong>Purpose is Not a Trend:<\/strong> Campaigns that live their values have longer shelf lives and deeper impact.<\/li>\n<\/ul>\n\n\n\n<p>As consultant Ambika Srivastava aptly put it:<br><em>&#8220;The most powerful brand stories come not from what you sell, but how you treat the people who deliver your promise.&#8221;<\/em><\/p>\n\n\n\n<p>Read More: <a href=\"https:\/\/scoreindia.org\/blog\/ink-of-democracy-symbolism-media-civic-engagement\/\">Ink of Democracy: How Symbolism in Media Drives Civic Engagement<\/a><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Did_the_campaign_face_any_public_criticism\"><\/span>Did the campaign face any public criticism?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>To avoid the risk of being seen as virtue-signalling, the company made public announcements about:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Insurance coverage for partners<\/li>\n\n\n\n<li>Upskilling and training modules<\/li>\n\n\n\n<li>Fair pay and transparent policies<\/li>\n<\/ul>\n\n\n\n<p>Hence, these efforts lent credibility to the messaging and prevented backlash. In today\u2019s media climate, authenticity is key to shaping lasting <strong>public perception<\/strong>.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_does_this_public_perception_campaign_stand_out\"><\/span>Why does this public perception campaign stand out?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Urban Company\u2019s campaign broke away from traditional service marketing. It humanised the brand through soft storytelling, without relying on flashy slogans or aggressive media buys.<\/p>\n\n\n\n<p>It also shifted the <strong>public perception<\/strong> of gig workers from anonymous service providers to respected professionals with stories worth telling. Moreover, it encouraged audiences to reflect on their own biases\u2014and take action.<\/p>\n\n\n\n<p>By embedding purpose into branding, Urban Company created a case study in how thoughtful communication can drive both business outcomes and social change.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Want_to_build_campaigns_that_influence_public_perception\"><\/span>Want to build campaigns that influence public perception?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>If you&#8217;re passionate about designing impactful narratives that not only build brands but also uplift communities, there&#8217;s a place for you. Explore our specialised course on PGDM in Public Relations and Corporate Communications at the School of Communication &amp; Reputation (SCoRe).<\/p>\n\n\n\n<p>Visit us today&nbsp;<a href=\"https:\/\/www.scoreindia.org\/\">https:\/\/www.scoreindia.org\/<\/a>&nbsp;or give a call at +91 98115 72673 to know about the course in Public Relations.<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"excerpt-hellip\"> [\u2026]<\/span><\/p>\n","protected":false},"author":1,"featured_media":7592,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-7591","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Public Perception and the Gig Economy: Urban 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