In a country like India, where search for a bride or a groom assumes a huge social networking exercise, Jeevansathi.com aims to make matrimonial search personal and confidential. This fact has been emphasised in a new TVC that broke on June 20 across Hindi, English and regional entertainment and news channels.
Commenting on the TVC, Sumeet Singh, National Head, Marketing, Info Edge (India) Ltd, said, “Our focus was to get more users to matrimonial sites. Therefore, the challenge was to find an insight and feature that could connect with people and was relevant to the category. Keeping the bride and groom search confidential has always been a cause of anxiety to parents and their children. Set against a daily life sequence, the TVC is a perfect mix of communication that is relevant and intriguing.”
The film light-heartedly addresses the concern over matrimonial search becoming a topic of public discussion. The film builds on women’s perceived inability to keep secrets. The TVC opens with a woman suffering from severe stomach spasms. It becomes more intriguing as she desperately tries to find someone to speak about something that is on her mind. A flashback scene reveals what she wants to share – Mrs Chaddha is searching for a suitable groom for her daughter Pooja. Even as the lady’s stomach ache continues, in comes her maid. The lady blurts out her ‘secret’ to the maid and gets instant relief from the pain.
The TVC closes showing that she has transferred not just the news but also the stomach ache to the maid, who in turn feels the desperation to share it with someone else and seeks permission to make a phone call.
Thus, very subtly the communication lends the trust and safety aspect to Jeevansathi.com with a simple tagline that says ‘Search Rahey Personal’. The TVC leaves behind a thought that while relatives and friends might divulge the very personal matter of matrimonial search, Jeevansathi.com assures privacy and finds the best matches.
According to Sanjay Sharma, Creative Director, FCB Ulka, “For today’s youth, everything is getting individualistic and personal. This is reflected in their search for their life partner as well. Jeevansathi.com empowers them with freedom and control over their personal information.”