Shine has rolled out three new ad films as part of their new campaign that showcases their revamped mobile application. The film has been cenceptualised by Dentsu.
All three films feature a talking mouse.
The films talk about how people are always on the lookout for a new job and rely on ‘ connections’ to help them get their foot in the door, but how these connections rarely pan oput.
The first film (top) features the mouse in a lavish den, listening to classical music as a cat sits in his lap. He sits in his chair and talks about the ’big cats’ who promise to get you a dream job but rarely do. The film ends with him conferring with his toy lion.
The second film features the mouse walking through an office, comparing the audience and their friends to lions. He goes on to talk about how people find it hard to escape the job search net, no matter how big of a lion you are. The mouse then talks about how it is at these moments, Shine.com can come to the rescue of its users.
The final film features the mouse, lazying around in his office chair at night. He talks about how research has shown that, “ the greater the number of job opportunities, the better your chances of finding a job”. He goes on to tell the audience that cucumbers are good for the eyes.
All the films end with a super of Shine.com and a voice over that says, “Shine.com. With over two million jobs. Aapka woh dost jo dilaye aapka dream job” (Your friend who’ll get you your dream job)
Amit Garg, business head, digital, HT Media, said, “For us to give value to jobseekers and recruiters, we are always experimenting with new technology to create brand new solutions that would take the industry ahead. While doing so, our research pointed us to the ‘power of weak ties’, 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. Our new app leverages these ‘weak connections’ of a candidate and our consumer proposition says that Shine.com will come to your use where your best friends cannot.”
Rajan Bhalla, group marketing head, HT Media Limited, said, “The communication brief was to highlight the large number of jobs that are available on Shine.com and how the website – with its suite of services – is the friend who helps you get to your dream job. To position Shine.com as the #KaamkaDost, we are introducing a new friend for all seasons – a handsome, young working professional who happens to be a mouse! We have created a series of films that place this mouse – called Mr M – in a variety of situations and he offers solutions to find your next job in his trademark cheeky style. By bringing him on as a mascot, we are bringing a fresh new take – different from the typical negativism of the job search category. We are launching this across media – TV, online, print, radio and outdoor – and looking forward to reaching out to large numbers of people among jobseekers and recruiters.”
Rohit Ohri, executive chairman, Dentsu India and CEO Dentsu Asia Pacific (South), added, “We’re really excited about the new Shine.com campaign. Conceptualised by Soumitra Karnik and the Dentsu Creative Impact team, the campaign introduces a mascot for brand Shine.com. A mascot who is an innovative thinker and a quick solution provider to everybody’s job-related problems. We’re hoping that Mr M will become a brand property that will give Shine.com memorability, relevance and ultimately leadership in the category.”
Creative agency: Dentsu Creative Impact