Bharat Matrimony's tale of finding new love – and a Happy Marriage

The new campaign, conceptualised by Lowe Lintas, Bangalore, shows why the search for a good match does not depend on chance or compromise

BestMediaInfo Bureau | Mumbai | November 21, 2013

Click on the image to watch the TVC.

Bharat Matrimony's new campaign adds a twist to the search for finding new love. It shows how respecting and liking what the partner likes is a big part of marriage. Conceptualised by Lowe Lintas, Bangalore, the campaign highlights the qualities one looks for in a marriage to make it work.

The brief given to Lowe Lintas was to create an ad depicting the search for a great match that does not depend on chance or compromise. Bharat Matrimony is a popular site. But the challenge for them was that there are a lot of doubters for whom Bharat Matrimony is probably the 'last option'. When conventional forms of finding a match – friends and relatives and traditional matchmakers – fail, it is only then that Bharat Matrimony comes into the picture.

Kaushik, VP - Marketing, Matrimony.com, said, "Having a good communication strategy is work half done if it doesn't translate into great creative. Among all the agencies we called for the pitch, Lowe understood our brand purpose aptly and has done an excellent job in the production of our ad. This ad flags off happy beginnings for us at Bharat Matrimony, as we are committed to the vision of 'Happy Marriages.'"

Explaining the creative thought process, Rajesh Ramaswamy, Group Creative Director, Lowe Lintas, said, “'Finding real love' could have ended up in very cliched romantic situations. We were quite clear that it had to be something deeper. We wondered why a lot of couples we knew, despite being madly in love, do not end up getting married. I think there are a lot of other things that come to mind when it comes to marriage. It's not about loving you alone. You start to think about how well he or she will fit into your family, your lifestyle, understand your priorities, a lot of very personal stuff. I actually remembered Mani Ratnam's quote where he was speaking about Alai Payuthey, saying he wanted to explore a love story where other love stories end, and narrate what happens after the first milk packet comes home. We knew that even our answer was somewhere in that space, articulated simply as 'Find someone who cares for what you love'. We then got Vivek Kakkad (director of the ad film) on board to help us capture these moments in a beautiful yet real way."

The 40-second TVC opens with a man having dinner with his aged parents. His wife is still at work, as revealed in the conversation that follows. His concerned father asks if this happens every day, that his daughter-in-law is still at office and his son has to eat alone. The son replies that it isn't that often. The father is not satisfied and asks his son if it's necessary for her to work, since his son's salary, after a particular promotion, should be enough to manage the expenses.

Around the same time the daughter-in-law returns home but unknown to the dining family, stands by the door and listens. Her husband, meanwhile, stands up for her and tells his father that she doesn't work to manage the expenses but because she likes it. The wife smiles and looks lovingly at her husband before entering the room. The scene changes to her before marriage as she fills up the online form for Bharat Matrimony. It zooms in to show her desire to continue working after marriage.

GV Krishnan, Executive Director, Lowe Lintas, Bangalore, said, "We started by understanding why marriages fail and succeed and, importantly, probed why they seem to fail even when there is love. And we observed two broad trends – marriages that begin with a lot of love sometimes begin to fall apart, and those that don't have any to begin with, seeming to blossom beautifully over time. The learning was clear: there seems to be more to a happy marriage than just the clichéd notion of love leading us to the insight that real love is not falling in love with the person only… but also all the things people love and the emotions surrounding the potential. It's about empathising with and appreciating your partner's passions and beliefs. Bharat Matrimony's Kaushik and its CEO Murugavel instinctively liked the idea and gave their go-ahead on the scripts presented as they resonated with the vision and had no doubts that this indeed was the idea they were in pursuit of."

Pleased with the creative, Murugavel, CEO, Matrimony.com, commented, "Our vision is that 'the future of a country depends on good citizens. Good citizens emerge out of good parenting. Good parenting happens in a happy marriage.' Happy marriages thus should not be a matter of chance but be a matter of choice. In our TV ad, we wanted to communicate to our consumers that this choice is not of trivial many, but of vital few that matter most in a marriage. Our research showed that for most young girls 'working after marriage' was most important and that they would be 'happy' if their husbands and in-laws supported it. Lowe has done a very good job of depicting this need of young women. Encouraged by the overwhelming response the ad has generated so far, our belief in the position of 'Bharat Matrimony for Happy Marriages' is further strengthened and we will continue to stay committed to it for years to come."

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Matrimony.com

Agency: Lowe Lintas, Bangalore

Business: GV Krishnan, GS Shridhar, Varghese John

Creative: Rajesh Ramaswamy

Producer: Curious Films

Director: Vivek Kakkad

Info@BestMediaInfo.com

Info@BestMediaInfo.com