Abstract

In the year 2007, a recruitment portal in India ClickJobs.com (ClickJobs) started a multi-million-rupee ad campaign popularly known as the ‘Happy Kumar’ ad campaign. Unlike the ad campaigns of its more established rivals such as Naukri.com, Monster.com, and TimesJobs.com that targeted the people who were dissatisfied with their current jobs, ClickJobs targeted complacent employees who were satisfied with their current jobs with its ad campaign. Industry watchers felt that the award-winning ad campaign had an uncluttered effect and ClickJobs was able to distinguish itself by doing things differently.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Marketing communication
• Advertising
• and Market segmentation and targeting

Keywords

Marketing communication, advertising, ad campaign, 'Happy Kumar' ad campaign, award-winning ad campaign, differentiated campaign, job market, online job market, ABBY Award, Webby Award, recruitment, recruitment portal, ClickJobs.com, ClickJobs, Network Advertising, Naukri.com, Monster.com, TimesJobs.com, BharatMatrimony Consim Info Internet and Mobile Association of India, IAMAI, India