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A Monster makeover in ‘Find Better’ campaign
MUMBAI: Online career and recruitment solutions provider Monster India, part of Monster Worldwide, is moving into a new brand positioning, ‘Find Better’.
Dentsu is masterminding the creatives of the campaign that is targeted at enabling employees and employers with ‘Better Access, Better Connections, Better Results’.
Monster India’s ‘Find Better’ campaign aims to provide users with an improved user interface experience coupled with a simple and clutter free presentation of information with the central idea being to increase the ease of navigation on the website.
Monster.com (India/Middle East/Southeast Asia) MD Sanjay Modi said, “Both employers and jobseekers are constantly seeking better. ‘Find Better’ builds upon our value proposition. It speaks to employers by helping them source, match and manage the key talent. To jobseekers, it gives freedom to connect from wherever they through mobile, social media or the web.”
Working on insights from its recent study, the campaign is based on the concept that luck plays a crucial role in almost every sphere of our lives and especially in matters related to job search and career progression.
The campaign revolves around two men who, while waiting to be interviewed, show off their lucky charms. There is a one up-man-ship as each one tries to outdo the other. In the end, the boss walks out with the third selected candidate. The other two men stare at him wondering what he did to get luck on his side. The selected candidate stops to pull out his smart phone which has Monster application for job seekers and comments that with Monster, the luck is on his side.
Dentsu India Group national creative director Soumitra Karnik said, “In India, a large number of people believe in luck and lucky charms, especially when it comes to finding the right job. This is the insight we used in our communication. The idea is to reinforce Monster’s strengths as a result of the new initiative launched by the company to connect savvy job seekers who want 24/7 access to employers anytime and anywhere. We have made a conscious effort to blend humor in the television campaign as we operate in a serious category.”
Monster India has also launched Monster TV, a career channel on YouTube that combines video with MonsterIndia.com’s expertise to deliver content to job seekers at a high scale. The channel will act as a repository of high quality relevant user generated video content.
Monster India recently launched its iPhone and iPad applications to complete the Monster Mobile Solutions portfolio, which already had Android, Blackberry and Windows applications. The company also launched a WAP portal to help seekers and employers to access MonsterIndia.com from anywhere they are.
Monster also pioneered jobs on television in India with the launch of ‘MonsterJobs Active’ in collaboration with Dish TV. Making use of the social media phenomenon of Facebook, the online portal launched BeKnown™, a professional networking app designed to allow people who use Facebook to establish a professional network.
MAM
Barista partners Ginny Weds Sunny 2 with mango campaign
Cafe chain blends cinema buzz with summer menu and 20 per cent offer.
MUMBAI: Love may brew slowly, but marketing clearly doesn’t especially when coffee meets cinema and mangoes steal the spotlight. Barista Coffee Company has partnered with the upcoming hindi film Ginny Weds Sunny 2 as its official beverage partner, in a move aimed at tapping into youth culture through entertainment-led engagement. The collaboration is not just a logo placement exercise. Instead, Barista is translating the film’s high-energy vibe into its cafés with a themed summer menu titled “Main Hoon Mango”, accompanied by a limited-period 20 per cent discount on combo offerings across outlets.
Actors Medha Shankr and Avinash Tiwary feature in the campaign, seen engaging with the mango-themed menu inside Barista cafés, a visual cue designed to blur the lines between reel and real-life consumption moments.
The strategy reflects a broader shift in how consumer brands are leveraging hindi film industry not just for visibility, but for immersive, on-ground engagement. By embedding the film’s narrative into its product experience, Barista is aiming to drive footfall, especially among younger audiences who increasingly seek experiential touchpoints over traditional advertising.
Barista Coffee Company CEO Rajat Agrawal described the partnership as both a branding and growth play, focused on expanding reach beyond the existing customer base and aligning with evolving consumer preferences.
The emphasis on a seasonal, flavour-led hook mango, one of India’s most culturally resonant ingredients adds a timely layer to the campaign, aligning with summer consumption trends while riding on the film’s promotional momentum.
For Barista, the move is part of a larger positioning shift. Rather than operating purely as a coffee retail chain, the brand is increasingly framing itself as a lifestyle destination, one that intersects with entertainment, conversation and shared experiences. By integrating cinema into its physical spaces, Barista is effectively turning cafés into micro-extensions of the film’s universe, where consumers do not just watch a story unfold but participate in it sip by sip.
The 20 per cent offer further nudges trial, lowering the barrier for consumers to engage with the themed menu while amplifying recall through a tangible incentive.
Brand-film collaborations are hardly new, but their execution is evolving. Where earlier partnerships relied on co-branded ads or product placements, the current playbook leans towards immersive storytelling and retail integration.
In that sense, Barista’s “Main Hoon Mango” push is less about promotion and more about participation inviting consumers to experience a slice of the film within a familiar, everyday setting. As the film industry continues to act as a cultural amplifier, such partnerships underline a growing truth, in today’s attention economy, it is not enough to be seen brands must be experienced.
And if that experience comes with a mango twist and a cinematic backdrop, all the better.
