foundit, the talent platform formerly known as Monster, has launched its new brand campaign “Boss Aaj Kal”, featuring Indian cricket star Jasprit Bumrah.
The campaign opens a fresh chapter in the company’s narrative, using humour and relatable workplace scenarios to illustrate how technology is transforming the modern job search.
The film positions foundit as an AI-driven career platform designed to connect professionals with the right opportunities at the right time. Bumrah, known for his precision and consistency on the cricket field, becomes a metaphor for the platform’s promise of accuracy and reliability in matching candidates with suitable roles.
Speaking on the launch, Anupama Bhimrajka, Vice President – Marketing at foundit, said, “In today’s AI-powered workplace, finding the right opportunity at the right time is crucial. Jasprit Bumrah’s precision and speed perfectly mirror our approach to delivering relevant jobs through our advanced jobs platform.”
“Boss Aaj Kal” also underscores foundit’s evolution since its rebrand in 2022. Once a conventional job board, the platform has repositioned itself as a comprehensive digital ecosystem for professionals, integrating AI tools to deliver personalised career recommendations. The campaign has been designed for digital-first audiences and will be distributed across social media and other digital channels.
The initiative builds on foundit’s recent ambassador strategy. In 2024, the platform appointed badminton icon PV Sindhu, and earlier this year, Jasprit Bumrah was brought on board to embody qualities of focus, resilience, and high performance.
For Bumrah, the campaign adds to an expanding endorsement portfolio. In 2025, he appeared in campaigns or signed partnerships with L&T Finance, Lenovo, Volkswagen, Boomer, Canara HSBC Life Insurance, uppercase, and Skechers, underscoring his rising commercial appeal beyond cricket.
