According to a recent study by Monster.com, consumers feel that luck plays a crucial role in almost every sphere of their lives -especially in matters related to job search and career progression. Based on this consumer insight, recruitment solutions provider Monster has launched a new marketing campaign, in line with its proposition 'Find better'.
A TVC created by Dentsu India Group as part of the campaign shows two candidates awaiting their turn for a job interview. The duo get into a debate about who has luck on his side. They show off their respective ‘lucky charms’ that will enhance their chances of landing the job - maa (pulled out of a bag) included. Their argument ends when a lady interrupts the conversation and informs them that the company has found its candidate (a third aspirant). Disappointed, the failed candidates attribute the success of their competitor to 'solid luck'.
The successful candidate then introduces Monster.com. The message? 'Get lucky. Get active on monster.com.' The film ends with a voice over accompanying the Monster.com site shown on a smartphone, a tablet and a laptop, saying, ‘Better access, better connections, better jobs'.
Soumitra Karnik, national creative director, Dentsu India Group, said, “In India, a large number of people believe in luck and lucky charms; especially when it comes to finding the right job. This is the insight we used in our communication. The idea is to reinforce Monster’s strengths as a result of the new initiative launched by the company to connect savvy jobseekers who want 24/7 access to employers anytime and anywhere."
The campaign comes alongside the launch of new iPhone and iPad applications by Monster.com, adding to the existing Monster Mobile Solutions portfolio.
Commenting on this brand 'refresh', Sanjay Modi, managing director, Monster.com - India, Middle East and Southeast Asia - said, “Both employers and jobseekers are constantly seeking better. 'Find Better' builds upon our value proposition. It speaks to employers by helping them source, match and manage the key talent. To jobseekers, it gives freedom to connect from wherever they through mobile, social media or the web. The new Monster India repositioning will be supported by an aggressive marketing plan comprising of television, print and TV alliances, digital as well as on ground activation.”
Monster India has also launched Monster TV, a career channel on YouTube.
Creative Agency: Dentsu Marcom
National creative director: Soumitra Karnik
Senior copywriter: Aneesh Ayyappan
Visualiser: Himanshu Sharma
Films head: Suprotim Day
Director (of the film): Abhijit Chaudhuri (Dadu)
Production House: QED Films Pvt Ltd Producer : Smitha Baliga