prepares metro youth for marriage, demystifies their would-be better halves prepares metro youth for marriage, demystifies their would-be better halves

Author | exchange4media News Service | Wednesday, Dec 19,2007 6:12 AM

A- prepares metro youth for marriage, demystifies their would-be better halves

With people increasingly logging on to matrimonial websites in search of their better halves, has unveiled a new ad campaign targeted at the metro youth entering the marriageable age. Mudra Communications is the creative agency behind the campaign that has a humourous and funky feel to it.

The team behind this campaign includes Bobby Pawar, National Creative Director, Mudra Communications, who has done the copy of the ad, Ullas Chopra, Executive Creative Director, and Milind Palav of Mudra Delhi. The campaign aims to attract the attention of the youth and inform them that has like-minded people for them.

Rajat Gandhi, Business Head,, said, “From our study we realised that the majority of matrimonial listings are addressed towards a metro mindset and this is also established by the fact that over 80 per cent of’s profiles are from metro cites. Thus, by positioning as a matrimonial site for people in the metros, we stand out amongst all the other matrimonial websites.” Like its earlier ads where positioned itself as a metro-centric site, the new campaign takes that position further.

Mudra’s Bobby Pawar said, “The brief we got from was to position it as a site where you could get the right match quickly in metros. Today’s youth looks for a ‘metro-minded’ match.”

Gandhi further said, “‘Understand your soon-to-be better half’ and ‘A handy guide to your future wife’s vocabulary’ is what the new campaign talks about, and with a little, witty understanding about their would-be partners, uses the humorous route to prepare youth intending to get married.”

Putting together the differences in opinions a man and a woman hold while looking at various things, from giving a compliment to just saying ‘thank you’’s new campaign talks about these day-to-day conversations in a catchy manner and communicates to the reader that the website understands them the best.

Gandhi explained, “Matrimony has always been a sensitive issue, but unlike earlier days, today’s youth has a different perspective. They are the initiators and decision makers in this life decision and through this ad campaign, talks to them directly in their own language – simple, witty, and canny. The new campaign takes off with a promise, ‘Get ready for married life, because with us, finding your match in the city is easy’. is the only place where today’s youth in metros can find like-minded people and a relevant match.”

Pawar added that the print campaign would run across all major metro cities, including Delhi, Mumbai, Kolkata, Chennai, Pune, Ahmedabad, Bangalore, Lucknow, Jaipur, Chandigarh, etc., in The Times of India Group newspapers. The online campaigns would run on portals like Yahoo!, Rediff, and Sify in a week’s time. A radio campaign would also break within a week’s time on Radio Mirchi. The TV campaign would be unveiled after some time.

Tags: e4m

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