Monster.com has rolled out two films part of an advertising campaign that looks to tell young India to get a job which gives the right work-life balance.
The campaign has been conceptualised by Famous Innovations.
One film shows a group of friends playing dumb charades. The protagonist is first on his phone speaking to his boss. When he hangs up to join the game, he's spewing corporate jargon instead of film names. The brief appearance in the game is cut short, as he's back on his phone, speaking to his boss.
The other film shows a man working late, alone in office. The pizza delivery boy reminds him that he needs some work-life balance.
Anshul Punhani, chief marketing officer (Apac and Gulf), Monster.com, said, “In our journey to build brand preference, it is important for us to put forth how Monster.com is relentlessly working towards ensuring that job seekers and recruiters not just find better, but faster. Recently, we conducted a region wide survey, ‘Understanding Work Life Balance’, and 60 per cent of Indian working professionals surveyed rate their current work-life-balance average to terrible. What makes it noteworthy is that 45 per cent of the respondents were from non-metros cities where work life balance (WLB) is supposedly a lesser issue. Amongst the many other insights what comes through for us is the impinging need to understand the concept of work life balance and define it well. The campaign is around the way millennial workforce views this priority. We’re completely in tune with India Inc’s emerging corporate milieu and it is these insights set us apart from any other brand in the industry.”
Raj Kamble, founder and CCO, Famous Innovations, said, “Work-life balance is a burning issue in India’s corporate culture today and the new generation of professionals sees it as utmost priority. Through this campaign, we wanted to position Monster.com as a proud supporter of Work-Life balance and therefore help the brand be seen as one that understands what the millennial workforce wants. We chose to do so in a light-hearted yet striking way.”
Along with India, this campaign is running in Apac and the Gulf.
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