MUMBAI: Job search portal Monster.com has launched an integrated communications campaign as the Official Supporter of #WorkLifeBalance. The 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).

Famous Innovations founder and CCO Raj Kamble commented on the campaign, “Work-life balance is a burning issue in India’s corporate culture today and the new generation of professionals sees it as the 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.”

Monster.com chief marketing officer (APAC and Gulf) Anshul Punhani 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 per cent of Indian working professionals surveyed rate their current work-life-balance average to terrible. What makes it noteworthy is that 45 per cent 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 the 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.”