Monster India in collaboration with Wunderman Thompson Bangalore has launched a major rebranding to ‘FoundIt’ with a new campaign that tells its story from the perspective of a new generation of job seekers. “A generation that knows exactly what they are seeking and do not shy away from demanding what they want.”
The campaign was kickstarted on LinkedIn with a number of senior Monster India employees shaking things up by posting resignation posts on their profiles with #changeisgood. As this built buzz on the platform, three teaser films were shared on social media showing different professionals quitting their job in an unusual and fun style.
This was shortly followed up by the launch and reveal of the brand name.
“We’ve all been hearing of layoffs across many organizations and it has been making news across media, social conversations and forums. What better time then, to balance things a bit and launch Monster’s new identity with an audacious campaign that creates intrigue around people quitting?,” said Senior National Creative Director, Wunderman Thompson, Priya Shivakumar.
“What starts off as a surprise spree of resignations by the Senior Management, is amplified through PR and communication as they sign off from Monster to finally reveal the name of the new entity. “FoundIt” as the portal is called, starts the way it means to go on, as a platform that will empower the employee and employer both, by bridging the gap between skills and requirements. The job scenario needed a new way of doing things and FoundIt is not only the new name but a new approach to recruiting.”
Agency: Wunderman Thompson Bangalore
Senior National Creative Director: Priya Shivakumar
Senior VP & Managing Partner: Kundan Joshee
Creative Team: Ajay Menon, Rahul Bhojraj, Anindita Das, Akshita Gupta, Abubakkar Siddiq VP & Exec Business Director: Tiraz Balaporia
Account Management: Sandeep Mathummal, Om Prakash
Production: Tribal Box