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Select Shaadi vows to find ‘like-minded’ partners for its users

The TVC, conceptualised by JWT, showcases the plight of a confused father and his demanding daughter in their attempt at finding her the right partner

BestMediaInfoBureau | Mumbai | September 17, 2014

Shaadi-TVC Click on the image to watch the TVC.

Shaadi.com, a matrimonial service in India, has created a new television campaign for ‘Select Shaadi’- which is a personalised matchmaking service. The TVC, conceptualised by JWT, and directed by Vikas Bahl, is built on the premise that in today’s world it is not easy to find a like-minded life partner. But, with the help of a dedicated advisor, this can be achieved.

The ‘Select Shaadi’ TVC highlights the difference in perspective between two generations. The father is confused when his daughter says she ‘likes’ the boy, but does not ‘like-like’ him, and says that her life partner ought to be ‘like-minded’. The father is perplexed because just the week before his daughter explained to him how ‘opposites attract’. A personal advisor from Select Shaadi comes to his rescue and comforts him.

“In the new commercial, a comfortable, friendly relationship exists between the father and daughter, in a framework less patriarchal and traditional than before. Where once his word was law, and the girl had to demurely agree to the view of the parents who ‘knew better’, here we witness a matter-of-fact, trusting exchange where the girl feels no need to rebel. She indulges in a charming negotiation with her open-minded and ‘modern’ dad, who makes an honest, but fumbling, attempt to understand her desires, and more than just understanding them, does his best to respect her wishes. At a loss, the new age dad turns to an equally new age Select Shaadi advisor, a far cry from the kundali parading punditji, who reassuringly takes charge,” said Tina Sachdev, VP and Senior Creative Director, JWT India.

Anita Nayyar Anita Nayyar

Talking about the media plan, Anita Nayyar, CEO, Havas Media Group India and South Asia, said, “We tailored an addressable plan across touch points targeting youth of marriageable age, along with their parents. With today's parents actively involving their kids in choosing their life partner, a potential match requires an unbiased interpreter, which is the USP of the offering. This ensures all concerns and ambiguities get addressed with parents and kids as involved participants. The media plan effectively communicates to the modern Indian family, the values and traditions of the Indian marriage in an addressable manner.”

Premanshu Singh, AVP & Head - Emerging Business, Shaadi.com said, “We are elated to launch Select Shaadi and look forward to helping each and every single person find his/her special someone. Technology, combined with experience and a little human touch, is the secret ingredient which makes Select Shaadi the most successful personalised matchmaking service in India.”

The TVC:

[youtube]https://www.youtube.com/watch?v=SPkXJitE7sQ[/youtube]

Credits:

Agency: JWT Mumbai

Vice-President & Senior Creative Director: Tina Sachdev

Media agency: Havas Media India

Production House: Phantom

Director: Vikas Bahl

Info@BestMediaInfo.com

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