foundit, the Asia-focused jobs and talent platform formerly known as Monster, has unveiled a new brand film featuring Indian fast bowler Jasprit Bumrah, leveraging the cricketer’s recent success in India’s ICC Men’s T20 World Cup-winning campaign.
Titled “Boss Aaj Kal”, the campaign reinforces foundit’s positioning as an AI-powered career platform, as it continues its shift from a traditional job portal to a more personalised and technology-driven talent marketplace.
The film builds on the “Boss Aaj Kal” narrative, centred on a simple but relatable insight: when professionals have access to the right opportunities, workplace dynamics begin to change. Through a series of light-hearted scenarios, the campaign captures this shift, using Bumrah’s presence to symbolise control, confidence, and precision.
This marks the second film in the series, following the first release in September 2025. Bumrah, who was appointed as foundit’s brand ambassador in February 2025, continues to play a central role in the platform’s brand storytelling.
Anupama Bhimrajka, VP Marketing, foundit, said, “Bumrah’s ability to change the dynamic of a match with a single delivery is exactly what foundit does for job seekers: it shifts the equation. This film is about that moment of quiet confidence. When you know the right opportunity is within reach, everything changes, including how the room treats you.”
The campaign aligns Bumrah’s on-field attributes—precision, consistency, and composure under pressure, with foundit’s core proposition of delivering relevant and timely job matches through artificial intelligence. The company said its platform currently adds over 277,000 job listings each month across sectors, supported by AI-driven recommendations designed to improve discovery and matching efficiency.
The film will be distributed across digital and social media platforms, targeting younger, digitally native professionals navigating an increasingly competitive employment landscape.
foundit, which rebranded from Monster (APAC & Middle East) in 2022, offers a range of employment solutions across 18 markets, including AI-led job search, e-learning, assessments, and career services such as resume building and interview preparation. The platform has supported more than 120 million job seekers in connecting with employment opportunities and upskilling initiatives.
With its latest campaign, foundit continues to invest in brand-led storytelling to reinforce its evolution into a technology-first career platform, while leveraging high-profile athletes to strengthen consumer recall and engagement.
