weds new media to celebrate its 15th birthday

With 15-20 per cent of its total budget earmarked for promotions on new media, has innovatively used this platform to celebrate its 15th anniversary and also take it to the next level in the sector.

e4m by Priyanka Nair
Updated: Oct 20, 2011 9:02 AM weds new media to celebrate its 15th birthday completed 15 years of successful matchmaking and commemorated its anniversary by celebrating the ‘World Matrimonial Week.’ Throughout this week, brought to the fore the concept of ‘Celebrating Togetherness’ and encouraged married couples to pledge to do something special for their spouse. Over 1 lakh people have pledged gifts ranging from a romantic dinner to an iPad.

The World Matrimonial Week also saw participation from couples on social networks, where they posted their pledge on Facebook and Twitter pages throughout the week. They already have over a lakh fans on FB and around 17,000 fans on Twitter. The World Matrimonial Week reached out to a larger audience base with this innovative use of digital promotion.

In its 15-year journey, started with online business at its core and extended services to various platforms such as application for Blackberry users, introduction of television shows on Star such as ‘Vivah’, tapping the DTH platform with DishTV. In the offline space, launched Shaadi Centres, which has a network of over 100 centers across 87 Indian cities today. The Shaadi IM messenger, the first of its kind in the online matrimonial space, was launched by the matrimonial portal to allow prospective partners to chat live, thus enriching the matchmaking process.

On the occasion of the company’s 15th anniversary, Anupam Mittal, Founder & CEO,, said, “It is truly a proud moment for all of us. In these 15 years, has succeeded in creating a compelling service that has touched the lives of millions of people. Constant Innovation and customer satisfaction has been the centerpiece of our strategy and as we grow, we will continue to strive to provide world class professional matchmaking service. We look forward to serving our members and providing them with effective matchmaking solutions through”

Talking about the road ahead, Gourav Rakshit, Business Head,, said, “We spend about 30 per cent to 40 per cent of our marketing budget on the traditional media and around 15-20 per cent on new media for our promotions. This clearly shows the changing trend in adopting new media opportunities. With mobile revolution and Internet flare-up, we believe that exploring innovation in the new media will help us take us to the next level in our sector.”

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