 "The
media is growing and the aim is to essentially increase penetration
in the market and television would be the best medium to go about
it." Naukri.com regional manager Vineet Singh, told indiantelevision.com.
Naukri.com being perceived only as a website currently, is now trying
to give itself a face by launching its TVC. This is going to be an
exercise in instilling hope for the customer.
The TVC being aired only on specific channels as listed above,
the dot com looks at targeting only a specific section of the market.
These particular channels cater to their niche audiences that would
principally be professionals. Advertising on Star Plus, Sony and
Zee would mean a taking a mass approach and therefore Naukri.com
have put their fingers on a specific cluster of channels.
The ad campaign conceptualised by FCB Ulka, and produced by Big
Picture Company worked on a budget of Rs 1.55 million. FCB Ulka
has conceptualised four films and the first one is already on air.
FCB Ulka creative director Sanjay Sharma hopes to make the other
sequels soon, if all goes well. The ad agency will follow the theme
of 'Hope' being associated with all the Naukri.com TVCs. "We
are also in the midst of working on a radio spot, billboard and
print campaigns for the job site," Sharma told indiantelevision.com.
The trend of dot coms using TVC's has picked up momentum. The other
portals which actively advertise on television are Rediff.com, Bazee.com
and Shadee.com to name a few.
Naukri.com's clients as well as various human resource managers
have appreciated the ad's appeal. Overall, the response to the ad
seems to have been good as it has caught the attention of many due
to its slick and sophisticated look.
Guess who's going all out.
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