Eighty percent of those surveyed by leading online career and recruitment solutions provider Monster India, felt that getting a good job is dependent on luck in addition to your experience and capabilities. Toward this end, Monster has launches its new ad campaign on TV based on two men who, while waiting to be interviewed, show off their lucky charms. There is one up-man-ship as each one tries to outdo the other. In the end, the boss walks out with the third selected candidate. The other two men stare at him wondering what he did to get luck on his side. The selected candidate stops to pull out his smart phone which has Monster application for jobseekers, and comments that with Monster, luck is on his side.
“We have made a conscious effort to blend humor in the television campaign as we operate in a serious category. It is our attempt to bring a smile on the face of the viewers,” said Sanjay Modi, Monster.com managing director for India, the Middle East and Southeast Asia.
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.”
Monster has also repositioned its brand ideology to ‘Find Better’ “to enable employees and employers Better Access, Better Connections and Better Results - Anytime, Anywhere, Anyone,” a company statement said.
Commenting on the brand refresh, Modi said: “Monster is the worldwide leader in successfully connecting people to job opportunities. From the web to mobile to social, we help companies find people through our most advanced technology. Our innovative products and services help connect jobseekers and employers better than anyone else across the world.”
“Both employers and jobseekers are constantly seeking better. ‘Find Better’ builds upon our value proposition. It speaks to employers by helping them source, match and manage the key talent. To jobseekers, it gives freedom to connect from wherever they through mobile, social media or the web,” Modi added.
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.”
Monster has also repositioned its brand ideology to ‘Find Better’ “to enable employees and employers Better Access, Better Connections and Better Results - Anytime, Anywhere, Anyone,” a company statement said.
Commenting on the brand refresh, Modi said: “Monster is the worldwide leader in successfully connecting people to job opportunities. From the web to mobile to social, we help companies find people through our most advanced technology. Our innovative products and services help connect jobseekers and employers better than anyone else across the world.”
“Both employers and jobseekers are constantly seeking better. ‘Find Better’ builds upon our value proposition. It speaks to employers by helping them source, match and manage the key talent. To jobseekers, it gives freedom to connect from wherever they through mobile, social media or the web,” Modi added.
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