The latest BharatMatrimony campaign gives a new twist to the concept of finding new love. Conceptualised and created by Lowe Lintas’ Bangalore office, the brief given to the agency was: “I/we wish we could find a great match for (myself, our son/ daughter) that does not depend on chance or compromise”.
The challenge for Lowe Lintas was to find an “aspirational and compelling reason” for doubters and prospects to embrace the category and brand. Many came to adopt the category as the “last option”, after giving up on conventional forms of finding a match – friends and relatives and traditional match makers. Therefore, younger and interesting profiles were not in plenty, which meant fewer would come to believe this as a credible, serious and meaningful platform.
Elaborating on the thought process behind the campaign, GV Krishnan, Executive Director, Lowe Lintas & Partners said, “We started by understanding why marriages fail and succeed, and importantly, probed on why they seem to fail even when there is love. We observed two broad trends – marriages that begin with lot of love falling apart, and those that don’t have any to begin with, seeming to blossom beautifully over time. The learning was clear – there seems to be more to a happy marriage than just the clichéd notion of love, leading us to the insight that real love is not falling in love with the person only, but also all the things that people love and the emotions surrounding the potential. It’s about empathising with and appreciating your partner’s passions and beliefs. Murugavel Janakiraman, Founder & CEO, BharatMatrimony and Kaushik Tiwari, Vice President - Marketing, BharatMatrimony instinctively liked the idea and gave their go ahead on the scripts presented as they resonated with the vision and had no doubts that this indeed was the idea they were in pursuit of.”
Watch the ad here…
Rajesh Ramaswamy, Group Creative Director, Lowe Lintas added here, “‘Finding real love’ could have ended up in very clichéd romantic situations. We were quite clear that it had to be something deeper. We wondered why a lot of couples we knew despite being madly in love, do not end up getting married. I think there are a lot of other things that come to mind when it comes to marriage. It’s not about loving you alone. You start to think about how well he or she will fit into your family, your lifestyle, and understand your priorities. Articulated simply as ‘Find someone who cares for what you love’, we then got Vivek Kakkad on board to help us capture these moments in a beautiful yet real way.”
BharatMatrimony’s Janakiraman claims that the ad has generated an overwhelming response so far, strengthening the company’s belief in the position of ‘BharatMatrimony for Happy Marriages’. “Happy marriages should not be a matter of chance, but be a matter of choice. In our TV ad, we wanted to communicate to our consumers that this choice is not of trivial many, but of vital few that matter most in a marriage,” he added.
According to Tiwari, having a good communication strategy is “work half done” if it doesn’t translate into great creative. “Among all the agencies we called for the pitch, Lowe understood our brand purpose aptly and has done an excellent job in the production of our ad. This ad flags off happy beginnings for us at BharatMatrimony, who are committed to the vision ‘Happy Marriages’.”
Business: GV Krishnan, GS Shridhar, Varghese John
Creative: Rajesh Ramaswamy
Producer: Curious Films
Director: Vivek Kakkad