#LagGayiVaat trends as Shine.com releases new campaign with Javed Jaffrey

Three funny TVCs featuring Javed Jaffrey and Shine's mascot mouse Mr M highlight how Shine.com is there for you when you find yourself looking for a job

e4m by Sarmistha Neogy
Published: Jun 11, 2015 8:22 AM  | 3 min read
#LagGayiVaat trends as Shine.com releases new campaign with Javed Jaffrey

On Wednesday, #LagGayiVaat was trending on Twitter on the back of three new TVCs launched by HT Media’s job search digital portal, Shine.com. Javed Jaffrey features in the campaign along with the mascot of the brand, a mouse called Mr M to promote the company’s mobile app. The TVCs have been done by Dentsu Creative Impact. There was also a two-full page of the ad on Mint introducing the characters in the film and saying ‘Premiering today on Star Sports, during the India Vs Bangladesh series.’

The campaign talks about Jaffrey being kicked out of office, every time after being caught due to pressing circumstances doing something he isn’t supposed to do. The ‘Day Dreaming’ TVC, shows Jaffrey ogling at his female colleague in the workplace, ‘Naagin Dance’ on the other hand shows him accidently touching his boss’s wife at a wedding while he was busy performing the Naagin Dance and the third ‘Kamzor’ film shows him urinating in a pot, while the office restroom was busy. At the end of all the three films, Mr. M comes to his rescue and tells him to download the Shine.com mobile app to get all the updated information on jobs.

Watch the TVCs here:

Naagin Dance:


All throughout the day, there have been many conversations on social media and few celebrities like Soha Ali Khan, Sophie Choudhary, Mandira Bedi, Rajeev Masand, Tanuj Garg and Saina Nehwal took to Twitter to show their appreciation for the ad, while there were also few news portals, who didn’t seem to take the female ogling video in the right sense and released reports saying that sexual harassment in office is not a subject of humour. However, the overall mood was of positivity and the hashtag till late Wednesday evening managed to garner around 5,000 tweets.

On the brand’s YouTube channel, Shine.com claims to be India's second largest jobs site with a database of over 16 million job seekers, over 14000 companies and a dedicated portal of e-learning offerings. In December, last year, the company came out with a campaign introducing Mr M and promoting their revamped mobile application.

Here is an excerpt of conversations on the social media page:

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