Home >> Digital >> Article

BharatMatrimony weds to Facebook

28-January-2011
Font Size   16
BharatMatrimony weds to Facebook

BharatMatrimony, India’s online marriage bureau, has just integrated itself with Facebook’s social media platform to allow Facebook users to submit their data and cross-check that against the matrimony portal’s database of 20 million profiles, which will instantly put forth recommended matches for yourself and your friends.

The company, which only recently launched a mini-portal with a “virtual wife” application to help promote marriage matching virally, feels that social networks are the dominant voice of the Internet, and while they do not represent competition with specialised sites like BharatMatrimony, they can in fact help generate interest and foster new connections.

Murugavel Janakiraman, Founder and CEO, BharatMatrimony, said, “We have been innovating almost continuously for years now, it is part of our ethos as a company. Some of it has been in interest building, like the virtual wife and the Facebook linkage, and a lot more has been on the business side of things.”

Elaborating further, he said, “Over the last few years, we have done a lot of new things. We started elite matrimony and diversity matrimony, we created a 40-plus matrimony portal, created a free service for disabled people, and have also done a lot of expansion in terms of the service we provide. We were the first matrimony portal to give voice support instead of just email and SMS updates to our database of 20 million users, and we also integrated with Twitter in a very interesting fashion.”

Aside from having their own Twitter handle to communicate with fans and users, the portal also allows users on their database to enter their own Twitter account information. This is then displayed as a live feed as part of their profile. Janakiraman said, “People will not update their profile on a day to day, week to week basis. Why should they? But then the profiles can become static, but by adding the Twitter feed, the profile gives potential matches a much better insight into the person they are about to connect with.”

The new Facebook system put forth by the portal goes beyond that though, and instead of just yourself, you can play matchmaker for a friend as well. Instead of checking your own matches, you can choose to enable the Matrimony Master app – where you can choose to have a Facebook friend receive suggested matches, or even go over the choices yourself to choose the five you think are most suitable.

Janakiraman further said, “Social media is the way forward in the way we communicate and interact. For the younger generation, it goes beyond being merely a social platform to dictating their preferences and choices. Through our application on Facebook, our users can now avail of the benefits of a social medium while allowing family and friends to be an integral part of the selection process. The sheer number of choices available to our users, given Facebook’s magnitude and our exhaustive subscriber base, will ensure perfect matches for almost everybody.”

Through feedback and surveys, the company claims a success rate of 10 per cent, with 20 million total registered users who paid the entry fee, of which around 3 million are regularly active. This is a lot less than the numbers on the social networks that BharatMatrimony is leveraging, but Janakiraman does not see that as an issue. He said, “Facebook and other networks are not in competition with us. They are a completely different space, and while our users will overlap, they are for the most part not going to use Facebook to meet someone to marry.”

Also read:
BharatMatrimony makes marriage virtual to groom one for the real deal

 

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

In the same week, in BARC's Top 10 Advertisers FMCG brand Hindustan Lever continued to reign the category

Hero Motocorp remained the leading advertiser followed by AMFI, Honda Motorcycle & Scooter India.

Ali Hussein talks about the platform's consumer engagement strategy, relationships with telco-partners and what made the 40-year-old film company want to march in the OTT space