MAM
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
DB Group names Abhay Dubey as chief brand marketing
Seasoned marketer brings regional muscle and launch savvy to DB
LUCKNOW: Dainik Bhaskar Group has appointed Abhay Dubey as chief brand marketing, strengthening its leadership bench as the media major sharpens its focus on brand-led growth.
Dubey steps into the role after a high-impact stint as regional marketing manager at Reliance Broadcast Network, where he led data-driven regional campaigns and rolled out new initiatives from concept to completion. Based in Lucknow, he steered end-to-end account marketing, orchestrated launch events, and fine-tuned go-to-market strategies with a sharp eye on budgets and brand visibility.
Before that, he served as area marketing manager at Mahindra Holidays & Resorts India Limited, handling business development, media buying and integrated branding campaigns across Uttar Pradesh. His remit included planning new service launches and working closely with creative agencies, media owners and government departments.
Dubey also held the position of brand manager at EM3 Agriservices Pvt. Ltd., where he drove product launches, demand generation and stakeholder engagement. Earlier in his career, he was head of marketing at Saffron Communications Pvt. Ltd., overseeing integrated campaigns across sectors, and began his journey at Jagran Engage, building experience in advertising and lead generation.
With expertise spanning digital marketing, brand management, demand generation and below-the-line advertising, Dubey brings both strategic planning skills and hands-on execution experience to the table. His track record suggests a marketer who is as comfortable crunching numbers as he is crafting narratives.
At DB Group, he is expected to shape sharper brand strategies, amplify market presence and ensure campaigns that do not just make noise, but make sense.
