The Other Desk
A campaign concept for Kraftshala’s PGP: your first job picked you, your career doesn’t have to. It answers experience, family and fee, then asks for the interview.
- Brand
- Kraftshala
- Year
- 2026
- Type
- Self-initiated concept
- Category
- Education
- Role
- Strategy, concept, copy, art direction, AI-assisted production
- Output
- Statics only: 17 creatives — 4:5 (1080×1350) and 9:16 (1080×1920)
What’s real / what isn’t
Real
- Kraftshala and its PGP programme.
- The strategy, copy, art direction and 17 finished concept creatives.
Not real
- This work was not commissioned by or affiliated with Kraftshala.
- Object photography is AI-generated. No alumnus is depicted.
- Nothing ran. Programme information shown in the concept artwork may change; refer to Kraftshala’s official website for current details.
17 creatives, in the order they run
The hero sets up the idea. The sheet shows how it carries through the campaign.
Select any frame to inspect itThe switch
Four first desks. The old title struck out, the new one written in.
The Headset The Clipboard The Notebook The Pipette
The turning point
Who it’s for, what you do, how you get in.
Starting points Who it’s for What you do How you get in The numbers The next step
The objections, then the ask
Experience, then family and fee, then the interview.
Experience Ghar pe kya bolenge? Same desk next year?
Cut for vertical
The same idea, rebuilt for stories.
The Headset The Clipboard The Notebook Same desk · 9:16
An independent creative concept, not an official Kraftshala campaign. Refer to Kraftshala’s official website for current programme information.
The thinking
Audience
Graduates ~22–27, 1–3 years into a job they didn't choose (BPO/support, quality, operations, content writing), or freshers whose degree led nowhere obvious; weighing the CAT/MBA; the fee is a family decision.
Insight
Your first job picked you. It doesn't get to pick your career.
What they fear
Not unemployment — permanence: "this is what I'll be doing forever".
Objections
"Another edtech course?" · "No sales/marketing experience" · "What will my family say about the fee?" · "Why not an MBA?" · "What if I don't get placed?"
Gap
Those stories live only on the website; the Instagram wall is reels-led, and no static explains the programme or shows a switch.
Strategy and idea
Idea / device
The Other Desk: one real starting desk shown through one object; the old title struck out in Kraftshala's handwritten script and the new role written in. Objects, never faces — no alumnus depicted.
Why Kraftshala can say it
Its own homepage line "Different starting points. Same turning point." and the real alumni switches listed on its PGP page.
Creative direction / system
Visual system
Kraftshala's website system: navy #2C4A7C lead, yellow #F1AE13 highlight, cream #FFFBF3 ground, pale blue #EBF2FA info panels; Plus Jakarta Sans + Nanum Pen Script; cut-out objects on flat colour.
Claims rule
The artwork uses programme information available during concept development. Refer to Kraftshala’s official website for current terms.
Process and production
Tools and contribution
Magnific (object photography) · Plus Jakarta Sans + Nanum Pen Script (Kraftshala's website fonts) · official Kraftshala logo · layouts built in code with Claude's help
Image direction
Magnific was used for object photography. The campaign uses Kraftshala’s own website fonts and official logo; layouts were built in code with Claude’s help.
Decisions: what I cut and why
Revisions worth showing
OD-02 headline revised to "You know it inside out. Now go sell it."; OD-06 to "Same desk next year?" with the master line restored as the sign-off (v3).
Role, deliverables and credits
Role
Strategy, concept, copy, art direction, AI-assisted production
Deliverables
17 PNGs + approval board
Outcome
Nothing ran.
There are no results to report. These are self-initiated concept campaigns, not client commissions.
