Match making site Bhart Matrimony has launched a series of member stories on TV that captures the essence of Happy Marriages. It is a national campaign which creates a connect through the emotions and relationship stories of couples.
Filmed across major cities, the campaign includes a series of emotionally-rich stories of how the couples met, fell in love and are living a happy married life. Named as ‘Happy Couple of the Day’ the series will have new couples showcasing their experiences from Monday to Friday. The campaign has been produced by the in-house team. The campaign will run throughout the next three months.
Speaking about the campaign, Murugavel Janakiraman, Founder and CEO, Matrimony.com explains, "Every month, there are thousands of couples who have been sharing their heartfelt thanks to us for having helped them find their life partner. We felt sharing these real stories on mass media would further reinforce our purpose of working towards a better Bharat through happy marriages. I take this opportunity to thank all our success couples who came forward and shared their stories."
Kaushik Tiwari, Head - Marketing, Matrimony.com, says, "It all began when we started meeting a lot of our success couples, we heard many heart warming stories about how they met, fell in love and found their dream partners. That's when we realized that our members could tell the world their happy stories and inspire others to take the path to happy marriage."
Tiwari added, “We had to finally showcase how many people have been benefitting from our service so I think there was nothing better than getting the couples to share their experience and shooting them. So, using matrimony services one will not only find a life partner but will find the right life partner, which is what all the series of success stories will depict. Also it may be recalled that the 2013 Bharat Matrimony Happy Marriages TV commercial was rated among the Top 10 commercials of last year by the Economic Times Brand Equity Panel.”
The TVCs are being aired on major news channels NDTV, Times Now and Headlines Today. The Happy Couple of the Day campaign is also on print media.
Commenting on the new campaign, Gautham T Shenoy, Creative Director, Saatchi & Saatchi Focus said, “It’s said that ‘the proof of the pudding is in the eating’, and Bharat Matrimony seems to be taking it seriously if one is to go by the fact that they’re going to release real-life stories every week for the next three months! And going by the first story, looks like the stories are coming straight from the horses’ mouths, so to speak.”
Shenoy adds, “In my opinion, it’s always better for a brand if the stories are told by their own customers & users, rather than by people far removed from the actual usage. You could call it a testimonial, or depending on how it’s told, ‘word of mouth’, which is still the most effective form of marketing. Plus, this fits well into the mindset of today’s consumers who believe in ‘don’t-tell-me-show-me’ form of messaging. If it resonates emotionally with the target audience (and it doesn’t get more emotional than this), making marriage choices, even better. Only time in this case will tell how well this will work for Bharat Matrimony, depending on how they take these stories to the people, but one thing is for sure – they do have quantity on their side.”
Nilanjan Dasgupta, Executive Creative Director, Rediffusion Y&R said, “The activation idea of happy couple of the day can become interesting if the stories are interesting and memorable. Unfortunately, the first TVC in the series doesn't seem very promising. Testimonials, if not made like the famous Dove commercials, can be easily forgotten.”