Brand Platform, Creative Strategy, Activation, OOH and Video
Senior Copywriter / Strategy

Freshworks wanted to be the first Indian company to IPO in America. Our plan—position them as the fresh new upstarts, and make an enemy of their biggest potential competitor, Salesforce.

We followed up our revolution campaign with ‘Customer-For-Life Software’—a sort of victory lap for our characters, living a wonderful new life on the other side of Freshworks CRM. First up below is the manifesto that sold the platform, followed by our first outdoor campaign: “Software you can swear by.” It ran in England, a country that has elevated swearing to an art form, taking over subway stations and billboards in and around London.

The first campaign for their US launch involved some high profile saber rattling during Dreamforce. We knew if we could just get Freshworks in the conversation, it would be a win. So we took to the streets with a revolution-inspired campaign called ‘Hit Refresh’—where we embodied the anger and frustration of working with clunky, expensive, bloated software, sympathizing with frontline workers.

Also, we flew a big Blimp that said ‘Failsforce’ near the Salesforce tower. #Failsforce trended at the peak of Dreamforce. Mark Benioff even took a meeting with Freshworks CEO Girish Mathrubootham afterwards. Safe to say Freshworks was in the conversation after that.