Shine.com has rolled out an ad campaign that has been conceptualised by Dentsu India. The campaign sees the return of Shine.com’s fictional mouse character Mr. M and brand ambassador Jaaved Jaffrey.
The campaign consists of two films, one of which is on-air. It opens at a baarat (groom’s wedding party). Jaffrey and the others are seen dancing and having a good time. As part of the fun, Jaffrey is seen doing the nagin dance (snake dance) along with a man. As he looks to strike, the man moves away. He makes a second attempt, only to accidentally touch a lady. It's later revealed that the lady is his boss' wife. The next shot shows Jaffrey dejected and seated on a footpath. Mr M makes an appearance to ask him to download the Shine.com mobile app and look for jobs wherever you are.
Zairus Master, business head, Shine.com, said, “For us to give value to jobseekers and recruiters, we make innovative uses of technology that would take the industry ahead. Our research pointed us to a seminal study that says that your next career move is likely to come from people who are not our closest friends but are likely to connect you to professional circles that you don’t have access to. Building on this insight, we have added a new feature to our mobile app which let candidate discover their network to improve their job chances.”
Rajan Bhalla, group CMO, HT Media, said, “With our focus on the mobile first approach, the key benefit which we wanted to highlight was that now jobs are available at your fingertips “Anytime and Anywhere”. This demanded the brief to be sharp enough to articulate benefit in the most clutter breaking and creative way. We have created a series of films where we have shown an innocent character, enacted by Javed Jaffrey, who always gets into funny and awkward situations which threatens to undo everything good that he has done in his job. In other words, ‘UskiVaat Lag Jati Hai’ and at this opportune moment, Mr. M, the brand mascot, comes to his rescue to find his next job using the new Shine.com mobile app right then and there. We are launching this campaign across media – TV, online, print, radio, social media and outdoor – and looking forward to connect with large numbers of people among jobseekers and recruiters.”
Rohit Ohri, CEO, Dentsu Branded Agencies (APAC), said, "It’s a VUCA world. The new Shine.com campaign reflects the unpredictability of today’s job environment where‘Job mein vaat ka bhi bhi lag sakti hai’ and showcases how the Shine.com mobile app comes to rescue of people at critical moments of job stress by helping them get their ‘dream job’ from anywhere, anytime.”
Soumitra Karnik, national creative director, Dentsu India, said,“Shine.com has been a really interesting brand for the creative team to work on. The fact is Vaat and job are inseparable and no matter how well you play it, you could still land in a soup. And with the Shine.com Mobile App you can get a job anywhere and anytime. Javed Jaffrey was the perfect protagonist to portray the Vaat situations and of course we have retained our main celebrity – the talking mouse, Mr. M. We are really excited about this project.”
Creative agency: Dentsu India