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Shine.com gives a ‘Deewar’ twist to the viral campaign for its salary tool feature

21-July-2008
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Shine.com gives a ‘Deewar’ twist to the viral campaign for its salary tool feature

Shine.com, the job portal from HT Media’s Firefly eVentures, has embarked on a viral campaign to introduce its salary tool feature. The campaign is a spoof on the movie ‘Deewar’, with Kavi the cop trying to convince his brother Bijai the smuggler to give up his life of crime and opt for a better career. But the ‘Pagaar’ is the deciding factor here, hence, ‘Pagaar: Do Bhaion ki Ladaai’.

The viral can be viewed at http://www.pagaar.in and would be soon uploaded on YouTube as well as popular networking sites.

Amit Garg, Business Head, Firefly eVentures Ltd, a 100 per cent subsidiary of HT Media Ltd, said, “We strongly believe in the power of word of mouth and are convinced about the potential benefits of spreading the buzz through this campaign. After all, our own social networking site Desimartini.com has had a highly successful run with its Makkadman viral launched last year – with over 12 lakh page views till date. Therefore, we feel that Pagaar will add a strong buzz factor to the brand and induce the user to use the salary tool on Shine.com.”

The focus of this campaign is one of the brand’s most key and differentiating tools – the ‘Salary Tool’. This is one of the pioneering features of Shine.com through which registered users can instantly get information to compare how much they are earning vis-à-vis their peers of a similar profile. The tool also enables users to perform a ‘What-if’ analysis and find out how much they could potentially be earning if they worked in a different industry, a different city, had a higher educational qualification, etc.

It’s still early days for the Shine viral, but it is garnering a lot of interest, given the number of comments flowing onto the landing page www.pagaar.in. In keeping with the brand’s rather angular approach, this campaign is being spread using banners and posters on the movie – Pagaar.

Shine.com’s Salary Tool is based on an analysis of more than 1.5 lakh profiles across 52 different industries, with participation from top, middle and junior managerial levels across 230 cities in India during the period April-May 2008. The analysis uses a patented set of algorithms developed by a team of statisticians, headed by Professor Camil Fuchs, a renowned expert in statistical algorithms and data mining technologies from the Tel-Aviv University in Israel.

Garg pointed out, “Shine.com believes that in order to be paid what you are worth, you must first know what the market is paying people with a profile similar to yours. This does not mean merely the same job title, industry and location, but rather a multitude of parameters that affect your compensation, such as area of work, specialisation, team size managed and educational qualification. This is why our salary reference information is more detailed, comprehensive, and updated.”

Also read:

HT Media comes up with TV campaign for its new job portal Shine.com

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