BharatMatrimony, with over 20 million registered users worldwide, has launched a quirky new engagement campaign, an online initiative called ‘Biwi Ho To Aisi’, in collaboration with WebChutney, where users who visit the website (www.biwihotohaisi.com) can choose a virtual wife, who will then interact with them over the phone through the day to make it feel like they’re actually married.
Murugavel Janakiraman, Founder and CEO of BharatMatrimony, explained, “As part of our constant effort to innovate, ‘Biwi Ho To Aisi’ (BHTA) offers individuals a flavour of married life whilst allowing them to relax from the busy work schedule as they get a partner to share their normal day-to-day routine.” He went on to say that this would help people make an “informed choice” about marriage.
Essentially, one chooses from one of four virtual wives and select the messages one wants her to say over one’s cell phone, along with which days one wanted the calls, and at what time. So, a prospective bridegroom can have “talkative and bubbly Milli Chulbulli” or if one wants something at the opposite end of the spectrum, “Bijli Thakur, the dominating, bossy, control freak”. The next step is to decide whether “she” will call in Hindi or in English, and then choose between reminders like “wake up calls”, “something important call” in the afternoon, or even a call for comments on soaps in the evenings.
Sidharth Rao, CEO and Co-founder, Webchutney, said, “Digital platforms are a hotbed of innovation and creative user-engagement today. The BHTA application is a natural extension for an online brand like Bharat Matrimony, with its refreshing, exciting and highly addictive user-experience, compelling users to discover what they might be missing and interact with the brand at the same time.”
Nishi Kant, Creative Director, Webchutney, added here, “One of the nice things about being married is having someone to help you keep track of the important stuff in your life and that’s what we wanted to demonstrate – in a fun way that men could easily relate to – through the reminder service.”
“The fact that BHTA is a first of its kind is a matter of great pride to our team and a standing testimony to our creative efforts, of ensuring the right soul mate for our clients. Instead of a random pursuit through some distant relative, you can be systematic and get exactly the kind of person you want,” Janakiraman added, talking about the role sites like BharatMatrimony played for customers.