ClickJobs.com, part of the BharatMatrimony Group, has embarked on an aggressive marketing campaign to strengthen its brand equity among job seekers and employer community. As part of the strategy, the company has recently launched a TVC centered on ‘Happy Kumar’, a fictional character. The job portal has also earmarked a marketing budget of Rs 7 crore for the next three months and is gearing up for aggressive brand promotion through radio, television and outdoor mediums.
‘Happy Kumar’ is a complacent employee who thinks he’s made it in life and needs to do no more, oblivious to the job opportunities available and being urged to check out the burgeoning job market online.
Commenting on the ad campaign, Michael M Bala, Business Head, ClickJobs.com, said, “We have taken a disruptive approach from the clutter of other job portal ads in the market. There are whole lot of people who are either unaware of the plethora of opportunities available or too lazy to look beyond.”
“It is a differentiated campaign with a positive tone. We will shortly announce certain other strategic alliances,” he added.
Created by Network Advertising, Mumbai, the TVC started with a teaser campaign and is currently aired on channels such as Times Now, NDTV 24x7, HBO, PIX, STAR, Zee Network, CNN-IBN, Headlines Today, etc. Starcom is the media buying partner for ClickJobs.com.
Currently, ClickJobs has 8.5 lakh jobseekers’ resumes, which are accessed by more than 1,000 employers. Most of the resume database is less than six-months old. The site is free for candidates posting their resumes. There are over 45,000 jobs from IT, BPO/ITeS, pharmaceutical and several other sectors. ClickJobs has features like 100 per cent privacy option, archive search and is the first portal to enable downloading of resume in PDF format.