Monster India shakes up passive jobseekers with new campaign

MUMBAI: We wake up every morning; follow our usual routine, sleepwalk our way to work, complete our average jobs and then crib about not being happy. This is the situation with many people in the country and thus Monster India, one of the leading online career and recruitment solutions provider and flagship brand of Monster Worldwide, has launched a new campaign “Wake Up” with an aim to jiggle the passive jobseekers to take an action.

Monster India has launched its new brand positioning of ‘Find Better’ with a tag line - ‘Get lucky. Get Active on Monster’. The campaign addresses a majority of jobseekers who become comfortable with their average jobs and are ignorant of the limitless opportunities that exist. The campaign urges them to rise above mediocrity, ‘Wake- up’ to their true potential and capitalise the opportunity.

The company has put in a lot of creativity to grab the attention of jobseekers. “We had to come up with a creative idea that would not just make people sit up and notice but actually wake them up. So we thought of several ideas and ways to wake people up. Need we say, we put those many waking hours! We had a ball too, going from fiction to mythology to the jungles and almost everywhere. So while a shrilly opera singer, a bleating sheep and a goofy Tarzan try to wake up our protagonist, we had to go underwater to find the ideal one to wake our guy up - someone more dead than him!” said Dentsu Marcom National Creative Director Titus Upputuru.

The new campaign has been launched after a recent global survey conducted by Monster and Gfk that revealed that “70 percent people have expressed that they are content with their current jobs but they are not”.

“Their feedback made it evident that they would like to explore more. Hence, ‘Wake Up’ call is targeted at this vast majority of people who need to make the most out of the opportunity that exists out there,” said managing director Sanjay Modi.

‘Wake Up’ is a unique proposition that uses interesting relatable characters to convey the core message strongly. The serious message of ‘wake up to the new opportunity’ is communicated in a unique and creative fashion with the use of animation that e-recruitment category in India has never seen. The campaign conveys the message in a direct, clean and humorous manner.


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