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Tag: shaadi.com

  • Conceptualised and executed by Moonshot

    Shaadi.com campaign takes a jab at dating apps

     

    View this post on Instagram

     

    A post shared by Anupam Mittal (@anupammittal.me)

    Matchmaking platform Shaadi.com has launched its latest ad campaign ‘Red Flags Se Savdhaan’, highlighting the pain-points of looking for potential “green flag” partners in a world full of commitment phobic junta on dating apps. The 35-second tongue-in-cheek TVC that also doubles as a digital ad film features Super Shark and founder of Shaadi.com, Anupam Mittal.

    Conceptualised and executed by Moonshot, a Mumbai-based creative agency, the ad campaign has further cemented Shaadi.com’s position not only as a household name in the online matchmaking industry but also as one casting a new-age perspective on the online matchmaking process.

    Said Adhish Zaveri, VP Marketing, Shaadi.com: “As someone deeply invested in understanding modern day relationships, a large chunk of the youth appear to be unhappy and fatigued with dating apps. The pursuit of authenticity and meaningful connections seem to be lost. Unrealistic expectations from their partner and fear of commitment are keeping most people single and unhappy. Shaadi.com is designed for people who are seeking commitment and thus, a wonderful place to find meaningful and stable relationships.”

  • Advertising around an observance like Karva Chauth is regressive, and brands need to reconsider. Jitender Dabas present his POV

    Jitender Dabas: Share The Load, Not The Fast

     

    By Jitender Dabas

     

    One of the most celebrated campaign from last year has been #sharetheload by Ariel. A remarkable campaign that challenges us to re-think the way we look at the issues of gender equality. And then I came across another ad by shaadi.com asking men to share another load. Promoted with the hashtag #FastForHer it asks men to fast alongside their wives to show their love this Karva Chauth.

     

    Both the campaigns in their own way address the relationship between men & women in our society. One did it by challenging the way we think the other simply rode it.

     

    Karva Chauth is fast becoming the next opportunity for the marketers. It’s got everything – tradition, relationships, dressing up, celebrations, gifting and it comes in the festival month of October.

     

    Everything seems right for brands to jump in. Except one. The very genesis of the festival or ritual. According to Wikipedia, Karva Chauth is a one-day festival celebrated by Hindu women in many countries in which married women fast from sunrise to moonrise for the safety and longevity of their husbands. A ritual that is not only regressive and unequal but also irrational.

     

    So what should brands do with Karva Chauth? How should brands navigate a festival like KarvaChauth.

     

    Every festival is a market opportunity in India but brands need to make a choice. Brands must understand a lot of inequality in Indian society is camouflaged by tradition and emotions. By adding frills and mush to a dogmatic ritual and making it ‘fun’, you only make it bigger and bulkier

     

    In a society fighting severe issues on gender inequality we need to over-correct and I believe brands can play a significant role by stating their POVs on such issues… Brands, especially targeting the modern woman are being built on their POVs not differentiators.

     

    If brands start spending marketing dollars to promote Karva Chauth they will almost be legitimizing it the way Aditya Chopra did it through DDLJ. There are more small town and villages where women are not doing it because of choice but under pressure. And when the aspirational stereotype women is advertising is seen doing it, it makes it okay for millions of women in small towns to continue doing it. The mood/celebration and the appealing presentation of any festival has the power to often drown the voice of reason. Rationality and logical debate gets subdued under the loud sound of collective celebration. Every press ad or TV spot adds to that.

     

    And if as a result of all this, a woman is under pressure to fast against her will or health because you have legitimised it by putting your brand monies behind it, then you are responsible.

     

    It’s also dangerous as you not only cater to the fervor of the married women but you are also lending a hand in introducing this practice in the most appealing way to children who sit in front of it the TV watch the ad and co-relate it to what their mothers are doing.

     

    We are teaching young kids in school to give up the exciting part of Diwali – the crackers … because it harms the environment. Can’t we ask the grown up to give up the ‘regressive’ and ‘irrational’ ritual of KarwaChauth

     

    Let’s understand one thing – nothing is ‘harmless’ when it comes to inequality and gender bias – there is nothing called a harmless eve-teasing or harmless-stereotyping or a harmless Karva Chauth . They all add to shape how a society treats its women and brands must realise this.
    The burden of progression will always lie on the shoulders of leader brands whether they are in media, cinema or consumer goods.

     

    For the brands championing women’s equality being silent on KC is not just a missed opportunity but a sign of careful middle path which is disappointing. A strong POV on not just KC but other such festivals is certainly awaited.

     

    #FastforHER disappoints me. I am waiting for #DontFastforME

     

     

    Jitender Dabas is Chief Strategy Officer, McCann Worldgroup. The views expressed here are his own and do not necessarily reflect those of his organisation

     

  • On Emvies Day, a look at how the case study presentations are essential for young & aspiring professionals

    How Emvies Case Studies Rule for Young Pros

     

    By Shephali Bhatt

     

    The Ad Club is celebrating ’15 Glorious Years of Emvies’ this year. Emvies doesn’t just award excellence in media planning, it celebrates the business of communication. It sees expats tweaking flight schedules to make sure they’re present to cheer their network. The energy, in all these years, has been infectious to say the least. But do the case study presentations, get the same love? Let’s find out: Just a day before the presentations, we saw this tweet on our timeline: https://twitter.com/S_kotnala/status/637942894318485504

     

    We agree time is a luxury not many media professionals have but INTRADIA consulting’s Kotnala, an ex-media man himself, makes a valid point. The case study presentations were spread over five days this year with at least 30 cases presented everyday. That’s great wealth of information for agencies (and their competition.) Or as Punitha Arumugam, agency director of media business at Google India and chief organiser of Emvies puts it, “Attending Emvies case study presentation is like going to a classroom.” Now, the choice between sitting in a classroom and attending a party is easy. But making a difficult choice might ensure a better reason to party next year, no?

     

    The participation has only improved over the years, says Arumugam, adding that most attendants are perhaps busy rehearsing for their presentations which is why you see lesser people in the room sometimes. But that’s a sign of how seriously they take their job at the dais. “We have to devise ways to get all of them back in the room though,” she admits.

     

    Come One, Come All

    Shekhar Banerjee, SVP and head – media at Madison Media Infinity and Pinnacle, observed a poor turnout on Day 1 but attributed it to inertia. “You always have a full house for prestige categories like Strategy and Integrated,” he points out. Perhaps the categories can be better arranged, he suggests, so that not all important ones fall on the same day. He also suggests that 24 Frames Digital – the live webcasting platform for the event – should employ two cameras instead of one, so the viewer sitting in his office can get a better sense of what’s happening. But as long as you can, try and attend the presentation event. More than anything, it allows for interactions with jury members and a sense of what’s being appreciated in real time.

     

    The Jury Has Spoken
    The teams’ presentation skills have been the jury’s pet peeve. It’s not so much about accent and intonation as it is about content and confidence. Says Aditya Save, CMO of Shaadi.com and one of the jurors, “The teams indulge in a kind of jingoism that doesn’t help. They should remember who they’re finally presenting to – the judges.”

     

    (We) Can Do Better
    Nikhil Mayne, senior director of branded content at GroupM was one of the presenters this time. He admitted a lot of presentations could be guilty of taking a page out of a dated soap opera script. And then there were those loaded with numbers corroborating the belief: If you can’t convince them, confuse them. “I think we tend to get lost in parameters like ‘reach’ and other numbers when mediums like digital go way beyond that. They are about being able to talk to the right user without causing spillage,” he admits.

     

    Even the analytics data category was marred by similar issues which led to it having a slightly soporific effect on some audience members. “For a data-driven industry, it’s ironic how poor our understanding of using data is,” he adds. Mayne points to an IBM case study they were hoping would win in the data category which fetched a shortlist in ‘social media’ instead. In the next four years, he hopes data will become the most sought after category.
    For all that, the Emvie presentations are unique: perhaps the only opportunity for young media folk to hone skills that will certainly be useful during pitches or even workaday presentations. They may create a next generation of media folk who are a lot more confident and articulate than their creative peers – considering the Effies have scrapped live presentations after trying them out for a year.

     

    Between the occasionally lame gags, jokes and inter-agency sniping, there’s often an undeniable youthful exuberance. The best presentations – which may or may not coincide with the most compelling cases – allow young media folk to actually practice one of the most abused words in the business – storytelling.

     

    Pick from the shorlisted case studies

    Colgate Palmolive: ‘Sugar Receipt’

    Agency: MEC

    Category: Best Media Innovation – Events/Experiential Marketing and Best Media Innovation – Direct Marketing

    To catch the attention of customers who actually bother to check their bill, Colgate seeded sugar receipts along with grocery bills at select malls. This was to highlight the danger of cavity owing to the extra sugar in their grocery items. Based on the sugar content, consumers were given adequate discounts on Colgate maximum cavity protection toothpaste. The presentation showed a Bengali couple fighting over extra sugar in their bill which was thoroughly entertaining. On day two, the couple was accompanied by a rat on stage but that didn’t deter their enthralling performance. As they say, the show must go on!

     

    Lenskart: Eye for an Eye

    Agency: DDB Mudra Group
    Category: Best Media Innovation – Events/Experiential

    Lenskart organised an eye donation camp specifically inviting transgenders, right after the Supreme Court awarded them equal status as the male and female community. The presentation centered around the thought – ‘Those who can’t see being helped by those who can’t be seen.’

     

    Ariel: Share the load

    Agency: Mediacom
    Category: Best Integrated Campaign – Consumer Products and Best Media Innovation – Branded Content

    Ariel’s claim to have removed the stain of inequality in one wash with ‘Share the load’ was well received by the audience. Bonus points for not dishing out the same presentation on different days given it was nominated in multiple categories. And it’s not just the presentation that shone through, the product sales went up by 60 per cent, they claim.

     

    Lenovo: By Gamers for Gamers

    Agency: Mindshare
    Category: Best Media Innovation – Digital – Video

    Lenovo got top gamers to influence the gaming ecosystem about Lenovo products that have a good processor, illuminated keyboard, high-res display, better sound – all necessary armoury for a dedicated gamer. Where most entries in the digital category spoke about reach, this one made a strong case of using the medium to talk to the right set of people to avoid spillage. The result? Lenovo experienced an 80 per cent increase in traffic on its online store.

     

    Zee News: The Misunderstood Scoreboard

    Agency: DDB Mudra Group
    Category: Best Media Innovation – Out of Home

    15th Feb: India against Pakistan, ICC World Cup. Zee News installed four billboards, one each in J&K, New Delhi, Lahore and Karachi. They looked like manual scoreboards. Only instead of showing the runs each team made, they ended up clocking the total number of lives lost in all the India-Pak battles since 1947. The message: When lives are lost, no one wins. The activity garnered half a million views.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Earlier, the media buying duties for the brand were with Havas Media

    Madison Media wins Media AOR of Shaadi.com

    By A Correspondent

     

    Madison Media Sigma has won the media mandate of Shaadi.com, one of the largest matchmaking portals in India. Madison Media Sigma was chosen after a multi-agency pitch. The account will be handled out of the agency’s Mumbai office and the estimated size of the account is Rs. 50 crores. Earlier, the media buying duties for the brand were with Havas Media.

     

    Shaadi.com, one of India’s best known brands and the world’s largest matchmaking service was founded with a simple objective – to help people find happiness. The company pioneered online matchmaking in 1996 and continues to lead this exciting category for more than a decade. By redefining the way Indian brides and grooms meet for marriage, Shaadi.com has created a world-renowned service that has touched over 30 million people.

     

    Says Aditya Save, Chief Marketing Officer, Shaadi.com on selecting Madison Media, “We believe that great marketing work requires able agency partnerships & hence are delighted to have Madison Media Sigma as our media partners. We are looking forward to working with them to do some innovative & disruptive media work.”

     

    Sam Balsara

    Sam Balsara, Chairman & Managing Director, Madison World said, “I am delighted that Shaadi.com has found Madison Media to be worthy of handling their unique business. We are thrilled to be associated with Shaadi.com. Matchmaking in itself is challenging and partnering with World’s No 1 Matchmaking Service is a big responsibility. With our strong experience of clutter-breaking, engaging communication campaigns across industries, we are confident of taking the brand to greater heights.”

     

    Madison Media Group has been on an account winning spree, having won a host of new businesses in 2015 including Snapdeal, Viber, Lenskart.com, Zivame.com, Metro Cash & Carry, Gaana.com, Cricbuzz.com, Amul Hosiery, DHFL and Bandhan Bank, amongst others.

     

  • More than 10,000 couples have experienced happiness through Select Shaadi

    Shaadi.com highlights personalized matchmaking offering through new TVC

    By A Correspondent

     

    Shaadi.com has launched a new TVC for Select Shaadi – the personalised matchmaking service. Based on the premise that in today’s world it is not easy to find one’s life partner, the TVC is directed by Vikas Bahl of ‘Queen’ movie fame. The creative agency is JWT and media agency is Havas Media India.

     

    The Select Shaadi TVC highlights the difference in perspective between two generations. The father is confused when his daughter says she ‘Likes’ the boy but does not ‘Like-Like’ him and says he must be a little like minded. The earlier week she explained that ‘Opposites Attract’. Dad is quite perplexed. And it’s not a smooth experience for either.

     

    Celebrating the success of over 10,000 matches, this TVC is built around the concept of personalised matchmaking and assistance from a dedicated advisor with the objective of changing the experience and understanding and helping young people find like-minded life partners.

     

    This service entails the member to have an expert Select Advisor who partners with them during their matchmaking journey. The Select Advisor amalgamates technology and experience to understand member requirements and help them with curated profiles periodically. Based on the members confirmation, the advisor connects with prospects and initiates introductions.

     

    Premanshu Singh, AVP & Head-Emerging Business, Shaadi.com said, “We are elated to launch Select Shaadi and look forward to helping each and every single person find his/her special someone. Technology combined with experience and a little human touch is the secret ingredient, which makes Select Shaadi the most successful personalised matchmaking service in India.”

     

  • Uploading of matrimonials was lowest in the month of April with 0.64 million uploads. The month of June saw the maximum profile uploads with 2.16 million.

    Online matrimonials ads leapfrog 124% since Jan ’13: IAMAI-IMRB

    By A Correspondent

     

    Uploading of profiles on matrimonial portals has registered a quantum jump since January 2013, registering a growth of 124%. According to the Internet Economy Watch data by IAMAI & IMRB, in January, the number of matrimonial profile uploads were 0.85 million, while in July, it recorded 1.91 million uploads.

     

     

    Uploading of matrimonials was lowest in the month of April with 0.64 million uploads. The month of June saw the maximum profile uploads with 2.16 million.

     

    Commenting on the upward trend, Gourav Rakshit, COO and Business Head, Shaadi.com said: “The Shaadi.com TV campaign launched during the IPL 2013 Finals in May and ran through until the end of July.  The ‘Love, Arranged by Shaadi.com’ TVC featuring Chetan Bhagat” captured the imagination of parents and individuals alike, resulting in a new segment of prospective match seekers entering the online matrimonials category.

     

  • The account will be handled by the agency's Mumbai office

    Shaadi.com strikes a match with Havas for media

    By A Correspondent

     

    In what could be a swayamvar of sorts, Havas Media won the media mandate for Shaadi.com in a multi-agency pitch. The account will be handled by the agency’s Mumbai office.

     

    Gourav Rakshit, Chief Operating Officer, Shaadi.com said, “Shaadi.com is a pioneer in the online matrimonial space and is unanimously recognized as the world largest online matrimonial service. We were seeking a partner who not just understood what we do and how we do it, but also why we do it. In Havas Media we found a partner who reciprocated our needs with efficient ideas that positively reflect their understanding of the category and the brand. We believe they will significantly contribute to the growth of the brand in the future.”

     

    Anita Nayyar
    Mohit Joshi

    On the win, Anita Nayyar, CEO Havas Media Group, India and South Asia explained, “It is our endeavour to bring customised business solutions to our client brands and category taking from a deep understanding of people insights and analysis coupled with innovation. We are glad Shaadi thinks the same of us and look forward to working on the account.”

     

    “It has been an interesting year so far with a series of wins and Havas is indeed geared for the future of brand challenges to deliver insightful and meaningful brand solutions,” said Mohit Joshi, Managing Director, Havas Media India.

     

  • The survey was conducted to gauge the growing popularity of the social networking sites and its impact on the matrimonial sector

    Singles spend more time on matrimonial than social networking sites: Shaadi.com survey

    By A Correspondent

     

    In a survey conducted by the matrimonial portal, Shaadi.com, it has been found that 63 per cent singles searching for a match tend to spend more time on matrimonial sites than the social networking sites.

     

    The survey was conducted to gauge the growing popularity of the social networking sites and its impact on the matrimonial sector. The findings of the survey clearly showcase that even though the social networking sites are gaining momentum, when it comes to partner search matrimonial sites are considered reliable and trustworthy by singles and hence they tend to visit these sites more often through the day.

     

    The survey also highlights the importance singles give to the social networking sites during partner search. The survey findings reveal that 31 per cent singles agreed to be searching for the profile of their potential partner immediately after they receive Expression of Interest (EOI). While, 27 per cent have denied checking the potential/ short listed partner’s profile till they finalizes someone. 25 per cent singles add each other on social networking sites post their chat on the Shaadi.com instant Messenger and the rest 17 per cent do so after their first meeting.

     

    This trend of visiting the potential partner’s profile on social networking sites like Facebook is mostly noticed amongst the male respondents (74 per cent) as opposed to women respondents (63 per cent). Women respondents have said that they mostly feel the social networking sites are meant for their friends and hence they refrain from adding potential partners to their social network.

     

    Commenting on the survey results, Gourav Rakshit, Business Head, Shaadi.com, said: “The survey findings clearly confirms the fact that people consider matrimonial sites like Shaadi.com more reliable while searching for a partner outside their social circle and hence singles log in more often to these sites as compared to social networking sites which are meant mainly to be in contact with their social circle. These sites are also meant for individuals who can connect with others from a relevant community or having common interests. Members who initially meet through Shaadi.com tend to check potential partners profile on social networking sites to know the common interests, friends, hobbies they might have but certainly do not look for a match through these sites.”

     

  • Indian matrimonial industry pioneer Shaadi.com turns 15, celebrates World Matrimonial Week.

    Happy Anniversary, Shaadi.com!

    By A Correspondent

    Shaadi.com has completed 15 years of successful matchmaking and commemorated its anniversary by celebrating World Matrimonial Week from October 13 to 19. Through this week, Shaadi.com encouraged couples to pledge to do something special for their spouse. Over 1 lakh people have pledged gifts ranging from a romantic dinner to an iPad. The portal has already changed the lives of over 2 million people through successful marriages in the last 15 years.

     

    On the occasion of the company’s 15th anniversary, Mr Anupam Mittal, Founder andCEO, Shaadi.com said, “It is truly a proud moment for all of us. In these 15 years, Shaadi.com has succeeded in creating a compelling service that has touched the lives of millions of people. Constant Innovation and customer satisfaction has been the centrepiece of our strategy and as we grow, we will continue to strive to provide world-class professional matchmaking service.”

     

    Over the 15-year journey, Shaadi.com started with online business at its core and extended services to various platforms such as Mobile (through Shaadi.com Blackberry application), Television (through a show called Vivah) and on DTH (through Dish TV). In the offline space, Shaadi.com launched Shaadi Centres with a network of over 100 centres across 87 Indian cities. The ShaadiIM messenger, the first of its kind in the online matrimonial space, was launched by Shaadi.com to allow prospective partners to chat live, thus enriching the matchmaking process.