The campaign, created by Dentsu India, promotes its revamped mobile application and aims to increase its user base
Akansha Srivastava | Mumbai | December 5, 2014
HT Media’s job search digital portal, Shine.com, has launched a campaign to promote its revamped mobile application and to increase the website’s user base. The campaign has been conceptualised by Dentsu India.
The company’s new mobile app leverages the strength of a candidate’s social and personal networks to help him find the perfect job. Apart from this feature that increases the chances of recruiters finding the perfect candidate on Shine.com, the jobs site also offers services in employer branding and social hiring. The app helps a person to use personal contacts available on his phone to get in touch with people from the company where he wants to apply.
Shine.com has created a mascot, a mouse called Mr. M, to promote the brand. The campaign comprises three ad films which are laden with humour and sarcasm.
Commenting on the revamped app, 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 your 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.”
Garg also added that a lot of attention is given on the development of the mobile app because it is observed that a large part of jobseekers are using mobile apps to look for jobs.
Talking about the idea behind the new campaign, Rajan Bhalla, Group Marketing Head, HT Media, 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 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.”
Rohit Ohri, Executive Chairman, Dentsu India and CEO, Dentsu Asia Pacific (South), said, “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.”
The campaign is being promoted through outdoor, print (HT) and radio with special focus on digital via Facebook, Twitter and YouTube. The three films have been uploaded on YouTube and now will be aired on TV as well.
In the first video, which is 25 seconds long, Mr M, the mascot mouse, is seen with his pet cat, seated on a sofa. He says, no matter how big a cat a person’s best friend is he cannot provide him with a dream job. He looks at a lion show piece kept on the table for agreement. In the other ad, Mr. M is seen relaxing at his work station with cucumber slices on his eyes. He wakes up and states that it has been proven by research that the chances of a job opportunity increase with more options in hand and that is why Shine.com has more than two lakh jobs. He also adds that cucumber is good for the eyes, while going back to his original posture.
The 45-second long ad shows Mr M walking in the office with a coffee mug in hand and talking into the camera. He asks viewers to assume that they are lions and their best friends are also lions. He then declares that none of the lion friends would be able to pull you out from the vicious ‘net’ of finding jobs. But, with a large listing of jobs, Shine.com can.
Shine.com’s database comprises 1.5 crore candidates and it features over 220,000 job openings.
Creative Agency: Dentsu India
Client: HT Media
National Creative Director: Soumitra Karnik
Executive Creative Director: Shantanu Mukherji
Branch Head, Senior VP: Amit Wadhwa
Creative Director: Amish Sabharwal
Associate VP: Megha Sadhwani
Client Services Director: Saif Ahmed
Strategic Planning: Krittika Chakraborty
Film Division: Suprotim Day and Dawa Lama
Production House: Gobsmack films
Director: Shyam Madiraju
Producer: Mohit Rastogi