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The ad had probably failed to differentiate
between a complacent employee and a happy one, they felt.13
Nevertheless, the ad seemed to have an uncluttered effect.
According to Bala, the 'Happy Kumar' ad campaign had received a
very positive response from the target audience. In March 2007,
the ad campaign also won the prestigious ABBY Award14 at the 40th
Annual ABBY Awards function held in Mumbai.15 The award was given
in recognition of the catchy background music. |
By March 2008, ClickJobs had established itself as
the fourth largest job portal in India after Naukri, Monster India, and
TimesJobs. It had become a popular job portal with more than 2.5 million
people registered on its website. The company was striving to increase
its share in the Indian job market (estimated to be Rs. 160 billion)
further.
According to ClickJob's Chief Business Officer Uday Zokarkar, it was
aiming to attain the No.3 position in the online job market in the near
future by building synergies with other group portals, collaborations
with other partners in the media, and by conducting job fairs abroad to
target Indians working in other countries who wanted to come back to
India.16
Additional Readings & References
1. "Job Portal 'Clickjobs.com' Launched," www.thehindu.com, August 27,
2005.
2. "ClickJobs.com Launches 'My Search' - a User Defined Search Engine," www.freepressreleases.co.uk, October 5, 2006.
3. Sravanthi Challapalli, "ClickJobs.com Scaling up TV Campaign," www.thehindubusinessline.com, January 12, 2007.
4. "ClickJobs.com Launches 'Happy Kumar' Ad Campaign – Allocating Media
Budget of 7 Crores," www.pressbox.co.uk, January 19, 2007.
5. "How to Increase Attrition?" www.bizdewz.com, February 23, 2007.
6. "Happy Kumar: Something Doesn't Click," http://adsnauseum.blogspot.com,
February 25, 2007.
7. Rajesh Barnwal, "ClickJobs Allocates Rs 7 Crore Ad Budget to be Spent
over 3 Months," www.alootechie.com, January 19, 2007.
8. "ClickJobs.com's Happy Kumar Bags ABBY Award," www.moneycontrol.com,
March 16, 2007.
9. "ClickJobs.com's TV Commercial Happy Kumar Bags ABBY Award," www.alootechie.com, March 16, 2007.
10. V. Rishi Kumar, "ClickJobs Plans to Host More Fairs Overseas," www.thehindubusinessline.com, March 14, 2008.
Cases on related topic
1.
Monster Inc. - Strategic Growth in India
2.
BMW's "Company of Ideas" Campaign: Targeting the "Creative Class"
3.
Nike's "Joga Bonito" Marketing Campaign
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13] "Happy Kumar: Something Doesn't Click," http://adsnauseum.blogspot.com,
February 25, 2007.
14] The ABBY awards are presented every year by the
Advertising Club Bombay in recognition of excellence in advertising in India.
15] "ClickJobs.com's TV Commercial Happy Kumar Bags
ABBY Award," www.alootechie.com, March 16, 2007.
16] V. Rishi Kumar, "ClickJobs Plans to Host More
Fairs Overseas," www.thehindubusinessline.com, March 14, 2008. |
