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The campaign, created by Dentsu India, promotes its revamped mobile application and aims to increase its user base
Rohit Ohri
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
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.
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