Job Search is passé: Let AI connect the recruiters to seekers

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Fractal Ink Design Studio linked by Isobar, a leading experience design consultancy from the house of Dentsu Aegis Network (DAN), has designed and created a hyper-local job search platform for Mumbai –based technology startup, Wift. Wift is introduced by Living Consumer Products, a five-year-old company, which currently operates three products: iCrushiFlush, Wift and Xena. While iCrushiFlush and Wift are B2C products, Xena is a digital marketing platform catering to brands across gaming, e-commerce and BFSI verticals.


With a mandate to accelerate innovations across digital brand experiences and new digital products that could ease the recruitment process for employers and employees, Wift decided to partner with Fractal for the job. The partnership has, incidentally, led to an extremely cost-effective, scalable solution that has, in turn, helped build the brand from scratch. The innovation in this project has been all around - from the development of a robust back-end engine to power recommendations to the most straightforward interaction pattern to look for jobs.


Fractal won the business, following a multi-agency pitch. As part of its mandate, Fractal has built an AI enabled hyper-local job search platform for the brand along with crafting its brand identity for the competitive market.

Amit Vora, CEO, and Founder of Wift shared his thoughts behind building the product, “I have been leading technology teams globally for over 15 years, and my biggest challenge with the constantly evolving world wasn’t new technologies, but hiring the right person for my unit/team. This bothered me, and with my foray into entrepreneurship, I found this to be the ideal time to build a platform for Technology Hiring. Our idea was perfectly fructified by the Fractal Ink team, who worked like our ‘right-brain’ to bring in the best ideas and thoughts to create an amazing platform for us.”

Speaking on the successful completion of the project, Tanay Kumar, CEO, Co-founder and Chief Creative Officer, Fractal Ink Design Studio Linked by Isobar said, “Wift was an off-beat project and also extremely design satisfactory. This was a rare opportunity where we weren’t just building the product. Instead, we were creating a brand from scratch. Right from coining the name ‘Wift’ to designing the brand identity, bit by bit we were able to breathe life into the vision that the Wift team had. We’re very grateful to have had this opportunity to work on an extremely new-age client.”

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About Dentsu Aegis Network India

Dentsu Aegis Network’s presence in India comprises the global network brands Carat, iProspect, Isobar, Posterscope, Vizeum, MKTG, Amnet and mcgarrybowen along with the Dentsu branded agencies – Dentsu Impact, Dentsu One, Dentsu India, Dentsu Media, Taproot Dentsu and Dentsu Webchutney. Also, newly added to the group are the recently acquired local brands Milestone Brandcom, WATConsult, Fountainhead MKTG, the Perfect Relations Group, Happy mcgarrybowen, Fractal Ink, SVG Columbus and Merkle Sokrati.

About Fractal Ink

At Fractal Ink, our raison d’être is to perfect the experience that a brand provides its customer at every touchpoint of interaction throughout their journey and the lifecycle of the business relationship. We help our clients right from defining and planning their entire CX roadmap, to designing and executing each intervention as a best-in-class experience. With a team that is 120+ people strong and a solid presence across India, our researchers, designers, developers and content producers provide services across the CX spectrum - digital strategy, user experience (UX), user interface (UI), development, motion graphics, etc.

About Wift:

Wift is a product introduced by Living Consumer Products Pvt. Ltd. The company is 5 years old and based in Mumbai and has three products: iCrushiFlush, Xena and Wift. iCrushiFlush and Wift are B2C products while Xena is a digital marketing platform catering brands across gaming, ecommerce and bfsi verticals.