Monster India: Driven by Passion

Jobs portal monster.com has launched a campaign, 'Love What You Do', encouraging people to follow their passions, when it comes to work.

56 per cent candidates don't find jobs that meet their passions. This is the inference that Monster.com's latest campaign is based on. 'Love What You Do' is a digital series, comprising four ads, which asks people to take up a job they are passionate about, by finding them on monster.com.

Each ad is a 'success story' of individuals from different walks of life, who kept their passion alive by switching to a job that fit their skill as well as passion. Three of the four ads have been released on YouTube. The campaign has been launched on radio, social, mobile, display media and offline BTL activation at airports.

The insight for the campaign is derived from a research conducted in house by Monster India on job satisfaction. Statistics revealed that while 83 per cent people opt to work for passion, 56 per cent couldn't find jobs that met their passions. A mere 13 per cent feel fortunate to follow their passions in their current jobs.

Sanjay Modi, managing director, Monster (India/South East Asia/Hong Kong/Middle East) says, "With this campaign, we hope to act as an enabler, pushing passion to skills and helping people find better jobs by bringing meaning to their lives. Any job can be yours, as long as you love what you do."

When asked about the change in the brand's communication idea, from 'right jobs' to 'passion', he says, "Monster's proposition is still the same - Find Better. We think there is a need to identify a sweet spot between what you currently do and what you love doing. 'Love What You Do' is the driving force behind our campaign which aims at inspiring Gen Y and Z to love what they do and pursue their passion, because there are millions of jobs."

The campaign has been created by Omnicom Media Group along with the marketing team of Monster.com, collaboratively, headed by Anshul Punhani. The agency spokesperson talks about the creatives of the ad saying, "Although the stories are not real, we have taken inspiration from the work life of jobseekers."

"Format and media is the prime method. We have worked on ensuring that we pick new-age communication vehicles and have tried to create impact by way of picking roadblocks, and then our focus is completely on mapping the timings of the clusters of our TG," the spokesperson adds.

The campaign, aimed at millennials, has already begun social media promotions on Facebook and Twitter, with the hashtag #MonsterMyJob. Apart from this, the company is also launching a contest where participants will need to upload their pictures and say why they love what they do, using the hashtag.

Good job done?

Bodhisatwa Dasgupta, senior creative director, JWT Delhi, was left wanting for more. "The execution wasn't really anything to write home about. I'm aware this series was shot like a documentary, but it lacked something somewhere," he opines.

On the execution, he adds, "Assuming the commercial was supposed to be in the 'real space', the testimonial seemed to talk more 'brand' and less 'life'. Real people don't really talk like that. If I had to be in the testimonial space, I'd probably stay true to the style and go full on go-pro on this one, capture reactions and emotions without the lacing of brand talk."