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Shine.com’s campaign goes viral

tv Updated: Jun 20, 2013 02:18 IST
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Within days of being launched in the ad space, India’s largest job portal Shine.Com’s ad has taken the virtual world by storm. Shine.com launched a fun and quirky recruitment ad recently that talks of how a friend can help you bag your dream job by recommending you to an organisation. And what’s more, the tagline of the ad — Yaar Tu God Hai has become so popular that it has been trending on the popular social networking site Twitter.

This catch phrase is part of a campaign to promote a feature of Shine.com, where friends can get referred to jobs by their Facebook friends, and any friend who gets you a job is nothing less than a God.

In fact, several brands have in the past have tried to place commercial brand messages, and the Twitterati have not always been accepting of these trends. Brands have thus moved to a more subtle method nowadays by seeding an interesting phrase or question — not directly linked to the brand.

These words or phrases are hashtagged and seeded by the brand anonymously. If they strike a chord, people on Twitter take it on, add their own takes and make it larger than life. Once these tweets become large enough to push the hashtag into list of the top trends on Twitter, the effect becomes viral.

And no sooner had Shine.com seeded the hashtag #yaartuGodhai on Twitter (to build a connect to their TV campaign, Shine.com) that the large number of tweets catapaulted it to number one position among Twitter trends for over a day.

When tweeples were asked for the most accurate description of a friend who's like a God. This started as a trickle, soon became a stream and eventually became an avalanche.

People from all over India invented dialogues for film and sporting stars (Ravindra Jadeja was a popular candidate). They tagged Twitter celebs to pull their legs. Overall, #YaarTuGodHai turned out to be a fertile playground to mix politics, sports, Bollywood and friends. In fact, the hashtag was the No. 1 trending topic on Twitter for more than a day — no mean achievement in a medium where trends change virtually every minute.

Girish Mahajan of Webitude, who executed the #YaarTuGodHai campaign believes people are averse to using a brand name directly as it is tantamount to promoting it.

However, if a brand’s tagline or catchphrase is funny — and more importantly, versatile — enough, they would happily play around with it and that’s precisely what happened with #YaarTuGodHai.

Buzz on twitter

Ravish Rawat @Raw_Wish_Raw_At: Exam time ki raat ko COFFEE ya MAGGI banane vaale mere har dost ko main bolna chahunga #yaartugodhai (Who can disagree with this?)

Madhavan Narayanan @madversity: #YaarTuGodHai - What Advani did not tell NaMo (Politics also got covered)

An Evil Scientist @DrJaikal: #YaarTuGodHai everyone to Sir Ravindra Jadeja ...

Other brand hashtags

#OLXpebechde: The online classifieds site urged to come up with anything that can be sold off. People responded with cricketers failing at IPL, politicians etc.

#LetsDoLunch: Domino’s Pizza encouraged followers to tweet with this hashtag. When the number of tweets reached a certain number, Domino's offered pizzas at half price.

#NoTVDay: An initiative by Hindustan Times in Mumbai struck a chord across the world when people expressed their thoughts on things to do instead of watching TV. It was the No. 1 trend in India for more than a day.

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