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After acquiring a few months back, job recruitment portal has rolled out a new advertising campaign. Dhruvakanth B Shenoy, Vice President, Marketing, says the new campaign created by Mudra Communications is based on the concept of ‘Happy Jobs’ and evolves from the basic insight that there are jobs and there are happy jobs; jobs that a person is truly happy doing and being in.

Shenoy says the ad subtly conveys the message that Monster is the only job site that gives the right job. Lending credibility to the thought is the fact that Monster is the country’s largest job site, with over 45,000 placement opportunities available online – offering individuals the choice to pick the right job. The communication attempts to bring about a huge behavioural shift amongst the target consumer, i.e., to look beyond newspapers and to look at the internet because the net provides thousands of jobs that are often not advertised in newspapers.

For young professionals with two-three years of work experience in practically any field, has something to offer – be it in engineering, sales and marketing or BPO firms, Shenoy says.

However, the creative idea of the campaign is an exaggeration of a young person’s reaction to his job (which he has got through Monster). A person who is happy with his job, looks happy, feels happy and the happiness is contagious. The commercial is set in a regular adda where old college friends regularly meet. Here the protagonist is so happy with his job that it manifests quite obviously in his behaviour, which appears out of the ordinary, even downright ‘strange’ to others around him. But he is on cloud nine with his new job and really couldn’t care less.

Other below-the-line activities are also being planned to ensure the concept of ‘Happy Jobs’ is brought to life. Simultaneously, Monster is also beginning a renewed B2B effort to ensure that the pick of the jobs is posted on the site, Shenoy informed.


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