Mumbai: Online professional network LinkedIn has tied hands with digital creative agency The Glitch to launch the second phase of the #FindTheBalance campaign that provokes honest conversations about the realities of working from home and the struggle of finding work-life balance amid the pandemic. The new creative films spotlight the importance of well-being in today’s remote hustle culture by encouraging professionals to hit pause and strike the right balance between work and life in the new world of work.

In the second phase of the campaign, the three films take a deeper look at the lives of the characters introduced in the first #FindTheBalance film and present three 35-second films that depict the lives of professionals Vedika, Andrew and Gaurav, who struggle to keep up with work-from-home challenges.

Conceptualised and executed by The Glitch, the second phase of the campaign comes as an extension of its first phase, which sparked honest conversations about the realities of working from home amid the pandemic across India.

“Professionals in India are grappling with burnout at this time, and our Future of Work perception study also finds that today professionals value work-life balance (52 per cent) even more than job security (50 per cent)," said LinkedIn APAC head of brand marketing Sivaram Parameswaran. "The #FindTheBalance brand campaign is a reminder for our members to hit pause, reconnect with their family, friends, and colleagues, and find a new idea of balance."

These films are also being supported by a social media campaign across LinkedIn, Facebook and Twitter that encourages professionals to rewrite motivational quotes to make them more relatable for the post-pandemic world of work that professionals find themselves in today.

“What I love about this campaign is the mirror it holds up to our lives. In the last 1.5 years, working from home gave us so many new perspectives," The Glitch creative director Lucille Pereira said. "It showed us how to make time for family, or carve out time for self, whether it's doing things we love or just a quiet coffee & sunset session. Whatever it means to you, however you do it, this campaign is a beautiful reminder to #FindTheBalance.” 

With six million engagements on Facebook alone, the first phase of the campaign resonated with the Indian workforce aching to discuss issues of burnout and an increasingly toxic hustle culture.

“The world around us has changed and many of us have experienced the blurring of our professional and personal lives. This film aims to showcase this very relatable narrative — the monotony that has become part of our everyday. Our hope is that it leaves professionals with the message of how we are all in this together, and as we navigate these unprecedented times it is important to remember to find our own unique version of balance,” The Glitch associate business director Riya Lalchandani stated.

Professionals in India are also taking to LinkedIn to spark conversations, and share tips and learnings about how they can #FindTheBalance to beat the pandemic blues.

The three films are now live on LinkedIn and other digital channels including YouTube.