Bharat Matrimony has released a new multi-language TV commercial that urges single women and men to take their matrimony decision into their own hands and download the app. The starting point is that from the era of arranged marriages where parents helped find spouses, we’ve moved to ‘self-arranged marriages’ where more and more young people are finding their own options through apps like matrimony.com and then sharing their choices with their parents. They’d earlier done a set of mobile only films that focused on the same TG and got them to download the app. This TVC, created by What’s Your Problem – WYP Brand Solutions played across regional and GEC channels, is an attempt to reach out to a larger audience.
The film portrays a very real relationship between a young, single girl and her aunt (maasi). They’re in a ‘shaadi ka ghar’ where everybody’s getting ready for a wedding. The maasi is helping her niece tie a saree. They obviously share a very real and close relationship, with the maasi tapping her and telling her to stand straight. The girl meanwhile asks her maasi whether she’s got a matching necklace for her. The maasi, like most elders who’re looking out for their young ones, just needs an excuse to broach the topic of marriage and offer help. The maasi immediately pounces, “matching necklace hai… aur ladka bhi… huzaron mein ek… milogi?” The girl while ambushed into this conversation, very confidently questions her maasi, “Sirf huzaron mein ek? Ek lakh paanch huzaar aur saat mein ek kyon nahin?” The maasi is obviously puzzled by the reply, wondering what her niece is talking about, when the niece hands over with the Bharat Matrimony App open on it. The maasi realizes that the niece has actually taken matters into her own hands and found her own solution that goes beyond the traditional ‘huzaron mein ek’ options.
Amit Akali, Managing Partner and Creative Head, What’s Your Problem explains, “There are certain advantages to finding your spouse on your mobile - you can never get a choice numbering to lakhs in real life – you are restricted to the few people that your family and friend introduce you to. Which is why we decided to bring alive choice as a reason to download. At the same time, we were very clear that we wanted a ‘real’ film that stuck to our brand tone of voice. Family members trying to suggest matches is a reality for the single girl or guy. While these family members are obviously well meaning, constant help tends to have a negative effect on the young single person, who’s equally interested in finding a partner and is already doing the best she/he can. Which is why we wanted to show a very real protagonist, who’s actually taken matters into her own hands and very sweetly makes that clear to her maasi.”
Huzefa Roowala – Director, Creative and Content, WYP, adds, “Being single at 35, this is something that regularly happens to me… Once when my mom told me she’s got a girl who’s ‘huzaron mein ek’, I actually retorted, ‘bus? Sirf huzaron mein?’ So this film is as real as it gets. And Rahul Sengupta, the filmmaker actually worked hard on keeping the performances real – with the maasi pinching her niece, or poking her with a pin, as only a loving maasi can.”