Dentsu helps Monster India 'Find Better' positioning in new ad
The repositioning will be supported by an aggressive marketing plan across TV, print and digital. Dentsu Marcom has conceived the 'Find Better' TVC
BestMediaInfo Bureau | Delhi | June 26, 2012
Monster India, online career and recruitment solutions provider and flagship brand of Monster Worldwide, has announced an integrated campaign around its new brand positioning 'Find Better'. With its new brand ideology, Monster India aspires to enable employees and employers with 'Better Access, Better Connections, and Better Results'. To support the launch of this new positioning, the company is rolling out a 360-degree communication plan that includes a revamped website, new TVC and Monster TV.
With social media and professional networking playing a pivotal role in all spheres of our lives, there has been a shift in the way both jobseekers and employers are consuming services. The trick for a brand in this category is to find the right balance between creating clutter-breaking brand communication without diluting the serious nature of the task on hand.
Conceived by Dentsu Marcom, Monster India's 'Find Better' campaign aims at providing users with an improved user interface experience coupled with a simple and clutter-free presentation of information. The idea behind the overhaul is to increase the ease of navigation on the website.
According to a recent study conducted by Monster India, luck plays a crucial role in almost every sphere of our lives and especially in matters related to jobs and career progression. Based on this consumer insight, Monster launched its new ad campaign based on two men who, while waiting to be interviewed, show off their lucky charms. There is a one-upmanship as each one tries to outdo the other. In the end, the boss walks out with the third selected candidate. The two men stare at him wondering what he did to get luck on his side. The selected candidate stops to pull out his smartphone which has a Monster application for jobseekers, and comments that with Monster luck is on his side.
“We have made a conscious effort to blend humour in the television campaign as we operate in a serious category. It is our attempt to bring a smile on the faces of viewers,” Sanjay Modi, Managing Director, Monster.com (India/Middle East/Southeast Asia), said.
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 new Monster India repositioning will be supported by an aggressive marketing plan comprising television, print and TV alliances, digital as well as on-ground activation. Called 'Interview', the duration of the master TVC is 40 seconds and the edited version will be of 20 seconds. The Monster campaign will run for eight weeks in the coming quarter. The digital campaign would break in the third week of June and will run for six weeks in owned, paid and earned digital media.
Against the backdrop of its new 'Find Better' brand positioning, Monster India has also launched Monster TV, a career channel on YouTube that combines the power of video with MonsterIndia.com's high quality content to jobseekers at a high scale. The channel will act as a repository of high quality, relevant, user generated video content.
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