Leading job search portal Monster.com has launched an integrated communications campaign as the Official Supporter of #WorkLifeBalance. This campaign will go live across India, Gulf, Singapore, Malaysia and the Philippines. The objective of this campaign is to raise greater awareness around issues concerning #WorkLifeBalance in a humorous way. The campaign is led by a series of films, conceptualised by Famous Innovations and directed by Rajesh Krishnan (Soda Films).
The first film sees a young man working late when his pizza delivery guy reminds him that he needs some work-life balance. The young man tries to laugh him off, but his laughter soon turns to tears as he is faced with the reality of his situation. The second film revolves around a group of friends playing dumb charades and the protagonist spewing corporate jargon instead of film names revealing his obsession with work.
Raj Kamble, Founder & CCO, Famous Innovations, commented, “Work-life balance is a burning issue in India’s corporate culture today and the new generation of professionals sees it as utmost priority. Through this campaign, we wanted to position Monster.com as a proud supporter of Work-Life balance and therefore help the brand be seen as one that understands what the millennial workforce wants. We chose to do so in a light-hearted yet striking way.”
Anshul Punhani, Chief Marketing Officer (APAC & Gulf), Monster.com, said, “In our journey to build brand preference, it is important for us to put forth how Monster.com is relentlessly working towards ensuring that job seekers and recruiters not just find better, but faster. Recently, we conducted a region wide survey, ‘Understanding Work Life Balance’, and 60% of Indian working professionals surveyed rate their current work-life-balance average to terrible. What makes it noteworthy is that 45% of the respondents were from non-metros cities where work life balance (WLB) is supposedly a lesser issue. Amongst the many other insights what comes through for us is the impinging need to understand the concept of work life balance and define it well. The campaign is around the way millennial workforce views this priority. We’re completely in tune with India Inc’s emerging corporate milieu and it is these insights set us apart from any other brand in the industry.”
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