HT Media’s online job search portal, Shine.com is next in line to join the brand bandwagon of having used Dubsmash to promote its campaign on social media. The recruitment company is presently inviting people to share their appraisal stories using Dubsmash videos for a chance to win big – eshopping vouchers worth INR 10000 and a feature on its page.
The Dubsmash campaign is an extension of its #LagGayiVaat campaign launched with a series of three TVCs, of which one has been taken down following accusations of its portrayal of sexual harassment at work as funny. The TVCs created by Dentsu Creative Impact featured actor and comedian Jaaved Jaffery as this office bumpkin who bumps into awkward situations at the workplace and loses his job. Shine’s mascot, an intelligent mouse named Mr. M, then comes to his rescue with the new Shine mobile app, so Jaaved can get a new job anytime, anywhere.
The TVCs were promoted and shared by youth celebrities and most followed folks on Twitter like badminton ace, Saina Nehwal; youth reality show host, Rannvijay Singha, actress Soha Ali Khan, singer Sophie Chaudhury, critic Rajeev Masand, and others. Read “Why Shine.com’s #LagGayiVaat TVCs Need A Complete Rethink.”
For the Dubsmash campaign, one has to share their videos on the Shine.com Facebook page or tag on Twitter using the hashtag #LagGayiVaat. Bollywood is always an inspiration and so it is in the case of appraisals. Movies ranging from Boss to old ones starring Amitabh Bachchan, Bollywood’s first ever angry young man have lent their dialgoues to give us a hilarious set of Dubsmash videos.
Here are some of the interesting entries portraying users’ appraisal experiences:
— Shine.com (@Shinedotcom) June 18, 2015
— Dilli Ka Bakchod (@DilliKaBakchod) June 25, 2015
— Alnoor Kotadia (@AlnoorKotadia) June 24, 2015
— *Professor Gujju* (@oye_gujju) June 25, 2015
— MSD (@ItsNewBeginning) June 25, 2015
— Ashwin Mushran (@ashwinmushran) June 19, 2015
Dubsmash as the savior!
Clearly, Shine.com is steering the #LagGayiVaat campaign towards safer shores, with a strong focus on appraisals and office humour. By choosing to leverage the latest app sensation Dubsmash in a Bollywood-crazy nation, Shine has indeed managed to strike a chord with its target group of mobile-savvy youngsters – the ones who will also try out Shine’s mobile app for their job hunt. The theme around appraisals further adds to its relevant engagement.
It seems like the recent Dubsmash campaign is helping the online job portal regain its brand image for what it stands for – a recruitment company for the new age job seeker. Hopefully, it remains at that!