Sasidharan Chandran is head of MindShare’s entertainment division as well as a popular local reggae artist known as ‘Sasi The Don’. The TVC features Chandran’s song Hey General and urges viewers to “unleash the general in you”. The spot ends with a message for viewers to apply for a position as a communications planner and buyer (www.mytalents.mindshareworld.com).
The TVC was shown on Astro and Media Prima, with the total audience estimated at between seven million to eight million viewers. The spot is also available on YouTube.
According to Chandran, the idea for the TVC came from Henry Tan, chief executive of GroupM Malaysia. “MindShare has always liked to go on TV to recruit — and one ad in 2004 actually caught my eye and I applied for a job after that,” he said.
The ad targeted viewers aged 20 to 30 with an interest in media.
It was produced by IslandTalk, while SonyBMG Music Entertainment owns the rights to the song.
