SimplyMarry.com, the matrimonial portal promoted by The Times Group, has over time gained popularity and success from the ‘Swyamvars’ that are organised every week for the benefit of different communities across the country. The ‘Swyamvar’, which is mostly held on weekends, gives a platform to people of various castes to meet prospective brides and grooms with their families under one roof.
The concept is promoted through the mass media and on-ground activities around the venue to attract people to the event to find their perfect match. In one of such activity, an outdoor campaign had a banner that represented the nuptial knot between the loose ends of the bride and groom attires —a ritual at every Hindu wedding.
This campaign was carried out in Ahmedabad, Delhi, Mumbai, Kolkata, Bangalore and Lucknow, with the simple objective of catching the attention of people visiting wedding venues or even the passers-by, to get them hooked to the matrimonial portal. The banner was put up on roads leading up to marriage halls and temples.
Rajat Gandhi, DGM, Times Business Solutions, said, “Swyamvar is a platform that provides an opportunity to prospective brides and grooms to exchange thoughts and meet each other with their families. There was a need to create an auspicious aura around the event and the activities done for the same also need to reflect it. All the activities done around the event are to spread awareness in an interesting way, as an invite to the event.”
The campaign has been created by Mudra, Ahmedabad. Speaking on the kind of brief given to the agency by the client, Vipin Dhyani, Creative Director, Mudra, said, “The brief was to break from the clutter through innovative advertising for the brand, as well as all activities for the same. Being related to the auspicious occasion of marriage, the promotion for Swyamvar is being built around similar lines.”
“We were briefed about conducting on-ground activities around the Swyamvar venues to support the creative campaign in other mass media for generating higher footfalls. So we hit upon this idea of replicating the exact ritual instead of doing a regular advertising,” Dhyani said.
A lot of time and effort were devoted to handpick the attires of the bride and the groom. Commenting on the difficulties faced while executing the campaign, Dhyani said, “The execution required large spends, and so the only apparent hiccup was to convince the client about it. But thankfully, the client found the idea quite interesting that they approved it at one shot.”
Commenting on the response, Gandhi said, “The response has been tremendous and encouraging. We have been conducting these Swyamvars since a year and a half. Today, we have an average footfall of about 500-1,000 people per event. The innovative advertising by the agency has definitely added on to the event and the brand.”