The Rs 6-crore adblitz includes a series of press advertisements, television commercials and outdoor media campaigns. The company has roped in RK Swamy BBDO to design its media blitz. Says N Muralidharan, managing director & vice-president, Jobstreet.com, India: ``Our objective is to establish the brand by highlighting its USP. In the e-recruitment business, our USP is: to deliver results by getting our customers a job. Also, we keep their particulars very confidential.''

According to Muralidharan, the company is in the process of rolling out a nationwide print campaign comprising six creatives in a phased manner. In a bid to reach out to a wider target audience, the company will be launching a high voltage advertising campaign in October 2000.

Explains Muralidharan: ``With the help of Hansa Research Group, we have researched the positioning and the USP of our portal.

We want to stand out in the cluttered category with effective advertising." The other major players in the category include, Jobsahead.com, Go4careers.com and Naukri.com amongst others.

According to Sangitha Shetty, senior vice-president, RK Swamy BBDO Advertising, the ad strategy involved highlighting the personalised services of the portal in its communications. ``In our print campaign, we have shown the portal as a friendly and warm brand. In our TVCs, we plan to use testimonial approach. In fact, we will feature real people who have got real jobs in our TVCs,''adds Shetty. As for its media plans, the agency will be beaming the TVCs on all popular satellite channels across the nation.

As for its online advertising, the company has tied up with Khoj.com and Khel.com for mutual promotions. ``We are also looking at tie-ups with leading ISP companies. Recently, we have tied up with Aptech online varsity to provide online solutions for placements,''says Muralidharan.

As part of its ground promotions, the company has plans to host placement events at various colleges across the country. To add value to its services, the company also plans to organise lectures and seminars on `e-recruitments' across the nation.

The company currently has 50,000 members and 300 corporate customers in India, including HLL, Castrol, Larsen & Toubro, Wipro and Asian Paints amongst others.