Top Story

e4m_logo.png

Home >> Digital >> Article

Jeevansathi.com shifts its communication to appeal to the entire family

28-August-2006
Font Size   16
Share
Jeevansathi.com shifts its communication to appeal to the entire family

Keeping in mind that Indian marriages are a family affair, matrimonial portal Jeevansathi.com has shifted its communication strategy from that of an individualistic one to now targeting the family.

The first commercial of Jeevansathi.com adopted the communication line where it addressed the fear of people of making a wrong choice regarding their life partner and thus getting caught in a bad marriage. The commercial showed a man being treated by his wife like a dog. The commercial ends with the tagline ‘Don’t marry the worst mistake of your life’, with the super saying ‘Meet your woman’.

Hitesh Oberoi, COO and Director, Jeevansathi.com, said, “After the first commercial, we found that the female traffic to the site was one-fourth of the males. We are looking at increasing the women profile on the site. To appeal to women, we needed to have a communication that would appeal to the family as in India they play a crucial role in deciding whom their children should marry. Hence, we decided to explore the father-daughter relationship.”

The TVC shows a father with a ‘sehra’ in his hand who slyly tries it on many prospective grooms hoping to get the approval of his daughter. The daughter expresses exasperation and the voiceover says, “He won't stop till he finds you the best. Jeevansathi.com. We match better.” The TVC ends with the father-daughter sitting in front of the computer checking profiles of various eligible bachelors. It seems they have finally reached a happy conclusion.

Sanjay Sharma, Creative Director, FCB-Ulka, said, “We were looking for an insight that would connect with people as finding the right match is a difficult chore for the family. Yet, we wanted to have a lighthearted approach to this, which explains why we took the humorous route.”

Sharma explained that he used the ‘sehra’ as it was iconic of Indian marriages. The TVC has been made by filmmaker Sabal Singh Shekhawat.

Jeevansathi.com currently gets 70,000 registrations in a month and hopes to cross 100,000 registrations a month following the success of the commercial.

Tags

Aparna Bhosle, Business Cluster Head - Premium & FTA GEC channels - ‎ZEEL, on its new property, sponsors, investment on acquisition and response to BBC First

In an interview with exchange4media, Ferzad Palia says that most successful brands are not those who spend the most money

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Southeast Asian market

The group released the Little Hearts online-only campaign, #BreakSomeHearts, early this year and is on the path to make many more of its brands available on the digital platform

Though business has picked up, the private FM industry expects festive ad spends to be subdued compared to 2016