GOJEK
Superapp Campaign
500+
Engineering, Design, & Data Science hires across India, Vietnam and Indonesia
123+
assets created for touch-points across ATL & BTL mediums
04
team members handling
ideation to execution
The Challenge: Scaling Gojek’s Hiring
In 2019, Gojek was in hypergrowth mode, scaling its Engineering, Data Science, and Design operations across Bengaluru, Singapore, and Vietnam. The ambitious goal? Hire 1200+ top-tier professionals to fuel the next phase of the Superapp’s expansion.
MY ROLE:
Design Specialist, Magikbox Media
(design agency to Gojek)
I was contracted through Magixbox for design, spanning:
Above-the-line (ATL): Airport ads, bus branding, billboards near major IT hubs
Below-the-line (BTL): Event branding, standees, and recruitment collateral
Social Media & Digital: Website design for the campaign, targeted push ads, and engagement-driven creatives
The Differentiation
Traditional tech hiring relied on sterile mass walk-in recruitment drives or costly sponsorships—great for legacy IT, not Gojek.
In the pre-COVID era, Gojek—a unicorn startup—thrived on play, experimentation, and a ‘mistakes happen’ mindset. The employer branding playbook had to match. While senior roles were filled through skilled recruiter outreach, hiring junior to mid-level tech talent required a strong top-of-mind recall of Gojek as the gold standard of tech employers. This crowd—24-35-year-old engineers—lived and breathed tech, gaming, and pop culture, craving innovation over the hierarchy and rigidity of legacy tech - this would become a key factor in our design strategy.
With 123+ creative touchpoints to deliver in an aggressive timeline, this was a high-speed, high-stakes design sprint.
The entire campaign was a team effort spanning 4 agencies for video, web development, design and event production.
But, for the advertising bit, we had... me.
The brilliant Adithya Venkatesan and Sumanth Raj Urs (co-heads of Employer Branding circa 2019) handed me a brief that leveraged the superheroic to showcase the speed and scale of Gojek's growth. At the time, Marvel movies were at its peak, with Avenger's Endgame set for release in April 2019. We rode that cultural wave, turning Gojek careers into an epic, larger-than-life adventure.
I briefed and managed an external illustrator for complex pieces like an 8-foot standee for the campaign launch event, while using fully custom pieces for hero assets and modified stock illustrations for scalable rollouts.
Before &After
Gojek’s copy was sharp, hitting the right nerve with engineers stuck in rigid performance tiers—top 10%, middle 70%, bottom 20%—even when most were excelling. The messaging spoke directly to top talent facing stagnation, nudging them toward an environment that truly valued their skills.
But while the copy cut through, the visual execution fell flat (left).
I reimagined the campaign with a bold infusion of Gojek’s signature green, leveraging vibrant storytelling and dynamic illustrations to amplify brand recall. The revamped design ensured the hoarding stood out in high-traffic zones, making it impossible to ignore—whether on a screen or at a standstill in rush-hour gridlock. 🚦🔥
ATL: Bus, Station, Airport
The images had to support the copy - emphasise digital tech and differentiate the visuals. True to Gojek style, we painted the town green.
BTL & Website
Hyper-Targeted ad placement using geo-fenced programmatic ads placed in Uber rides in key IT hubs. Social ads tailored to the exact mobile devices used by engineers and creatives boasting Gojek's scale in their unique witty and slightly arrogant tone.
The Impact
The attribution of brand impact isn't always linear, yet the Superapp campaign over the three years post-launch, saw 500+ successful hires, reinforcing Gojek’s employer brand positioning. The distinctive Gojek green and the custom illustration style became a recognisable brand signature embedded within tech talent ecosystems across India’s engineering hubs... until Gojek's 2021 rebrand.