Global HR Consulting firm Randstad is looking to reposition its brand in India by planning a massive advertising campaign, focussing only on India. The firm, which is now called Randstad India after Ma Foi exited Ma Foi Randstad in India, is looking to build the Randstad brand in India through the campaign.
The other major objective of the company is to communicate that Ma Foi Randstad is now Randstad. "We want to communicate to our clients and candidates that - we have preserved our 20 year heritage in India and added the 50 years of global expertise and knowledge to serve our clients and candidates better," said E Balaji, MD & CEO, Randstad India.
The total marketing budget for this financial year is 1.4 million euros (Rs 9.71 crore). "This budget is for all marketing activities planned; they include all advertising (TV, Print and Online) and various other programs," added Balaji. The advertising campaign is expected to be released in the latter part of May in India.
This will be the first campaign for Randstad in India. This ad-campaign will be focussed only on India. According to Balaji, Randstad’s focus on recognisable and superior brands ensures that clients and candidates know who they are, which helps to recruit and retain the best people and provide quality services to clients. Randstad has done similar campaigns in other parts of the world.
"India is a very important market for Randstad and offers enormous potential. We would like to create a strong brand for the company. As mentioned, we have a leadership position in India and we would like to capture all growth opportunities and sustain our leadership," he explained.
Balaji informed that since India is a fast emerging market for HR services, Randstad will now also be looking at introducing new concepts that will deliver increasing value to the organizations and the candidates. This will include the variety of research work conducted to contribute to the evolving world of work in India.
Randstad operates in 40 countries across the world across Africa, Asia & Middle East, Australasia, Europe, North America and South America. The firm has around 4,700 branches across the globe and offers services ranging from regular temporary staffing and permanent placement to inhouse, professionals, search & selection, and HR Solutions. It was called Ma Foi Randstad in India, until Ma Foi under K Pandiarajan exited the company.