Others Bharat Matrimony appoints rmg david for creative; Interface is the AOR

Bharat Matrimony appoints rmg david for creative; Interface is the AOR

Author | Abitha G. | Thursday, Mar 04,2004 5:32 AM

Bharat Matrimony appoints rmg david for creative; Interface is the AOR

Bharat Matrimony has appointed rmg david as its creative agency and Interface as the AOR. The annual adspend of Bharat Matrimony on mass media alone is expected to be around Rs.15-20 crores. Recently Bharat Matrimony has stepped up its promotional activities and the coming financial year will have impetus on brand building and driving traffic to the site. Television will be the primary medium of the mass media activity supported by online and print. A TVC created by rmg david and directed by Ravi Chopra (Hindi Film, Bagbhan’s Director), is already on air in Zee TV. TVCs in Tamil and other languages are expected to break soon.

Speaking on the choice of rmg david as their creative agency, Suresh, Business Head, Bharat Matrimony, said, “The complete approach offered by rmg david matched the way we wanted to build the brand through mass media.”

Remarking on the brand building of Bharat Matrimony, Suresh said, “Our adspend for the coming year, on mass media alone will be in the range of Rs.15-20 crores. Our focus is to build our brand, drive traffic to our site, communicate brand values such as reassurance, trust and ensure success of the objective”.

Expressing his happiness over the win, Raja Ganapathy, VP&GM, rmg david, Chennai, said, “Our overall thinking was in line with the manner in which they wanted to take the brand forward. They aim to communicate the message of trust and are looking ahead towards exponential growth with a strong offline model also in place”

“Their commitment and our belief in their ability to optimize our campaign deliveries were the factors that influenced our choice of the AOR,” said, Suresh, speaking of Interface Communications.

“We are one of the largest AORs and have clientele like Henkel, Club Mahindra and we are very happy to add Bharat Matrimony also to the portfolio” said, Minitha Saxena, Branch Manager, Interface Communications, talking about the win.

Explaining the theme behind the TVC, Josy Paul, Country Head and National Creative Director, rmg david, said, “Conventionally a dotcom is not a part of the world of arranged marriages and dotcoms are more connected with youth. We wanted to change that perception. The ad shows parents involving Bharat Matrimony in their decision-making process as a natural thing. The ad shows the mother in the lead role, introducing Bharat Matrimony in a lively, witty manner. This is in line with our thinking that more women should log on to Bharat Matrimony to register. Ravi Chopra the director did an excellent job bringing solidity and a sense of life into the characters of the ad”

Bharat Matrimony recently co-sponsored the Zee Cine awards as part of its media activity. They also recently tied up with Sify i-way and different cellular providers to increase the reach and user friendliness of Bharat Matrimony. The focus of the coming year is to build Bharat matrimony as a trusted brand.

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