After awarding the creative duties to Dentsu Creative Impact, Shine, the job portal from HT Media, has embarked on a pan India multimedia campaign, titled ‘Yaar tu God hai’, spanning print, television, radio, digital, and on-ground activities. HT Media has also tied up with 227 movie theatres for the campaign, which is slated to continue for 6-8 weeks.
It is learnt that the media spends amount to around 35 per cent of the total marketing budget.
Speaking to exchange4media, Rajan Bhalla, Group Marketing Head, HT Media said, “The communication challenge was to showcase how the power of personal network can help you with your next job search, and the campaign is crafted around this thought. The core proposition of ‘a friend can now help you get your next job’ is very simply articulated with the campaign idea of ‘Yaar Tu God Hai’. It is the story of two friends and the way one helps the other in getting his dream job through the Facebook network, represented through a human pyramid and a high energy hummable song – ‘Govinda Ala Re’.”
Highlighting the power of social network in the job search process, Amit Garg, Business Head, Internet Business, HT Media said, “We think it is a very effective platform globally and a lot of companies are using the power of social network; even in the Indian context, a lot of people have started to harness the power of social network. At Shine, we are trying to create tools and product solutions which channelise the effort. In times to come, social media will be the most effective way of hiring people.”
Garg further said that using Facebook as a tool has been bringing in more candidates, both active and passive. “We are currently investing in some of the verticals to make it large on different scales,” he added.
It may be recalled that earlier this year, Shine had announced a strategic partnership with social recruitment platform, MyParichay, making Shine the first Indian job portal to integrate recruitment services through Facebook.
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