Shine: Jobs on the go

Shine.com has lauched a TV and digital heavy campaign to promote its new mobile app.

Shine.com, the jobs portal has lauched a new campaign to promote its mobile app, with the idea, 'aap jahan, jobs wahan.' It has been created by Dentsu India for use in TV, online, print, radio and social media.

The adverts feature Javed Jaffrey, and the iconic brand mascot for Shine.com, Mr. M. The mouse was used as a mascot in the portal's previous campaign as well, which was rolled out late last year. The TVC, titled Nagin Dance, shows the innocent Javed Jaffrey, who, failed by his timing, has a dance step going wrong and ends up losing his job. Mr. M, comes in as a saviour, saying 'so what', while introducing the shine.com mobile app.

The campaign is designed to reach out to both, jobseekers as well as recruiters, while specifically trying to speak to professionals with two to six years of experience, living in metros.

The prime focus of the campaign, according to Zairus Master, the business head of Shine.com is to "both build the brand and draw attention to the mobile app."

The company claims of having a base of 16 million registered candidates and 1.5 million app users. Shine.com has taken to a mobile-first approach, keeping in mind its high-penetration in India. As of now, 30 per cent of their traffic comes from the application, which they hope to fairly increase through the campaign.

The campaign will see more TVCs in the series, showing other unpredictable circumstances leading to the loss of job, which will be rolled out during the next five to six weeks. According to a Shine spokesperson, they have also recieved positive reponse, in qualitative and quantitative respects, since the campaign's lauch on June 10.

However, it has left somethings to be desired, feels O.R. Radhakrishnan, the executive creative director of Enormous brands.

Radhakrishnan says that "although the execution of the TVC was good, it does not give a new insight to job seeking, but chooses to stick to the good-old, 'conflict with the boss. Javed Jaffrey's presence will manage to draw eyeballs and get the ad noticed."

Along with the celebrity, the likeable Mr. M brings a sense of familiarity and recall for the brand. However, Radhakrishnan goes on to say that it is weak in drawing attention to the mobile-app and the use of the portal via that platform. "Maybe the idea could have started with the app, and put emphasis on the fact that you have a new job in your hands", he adds.