Leading matrimonial website Bharat Matrimony is banking on its regional play to expand its market. The brand has launched various marquee websites to target singles and focusing on TV advertising to reach out to people who are looking to tie the knot.
The 21-year-old brand currently claims to hold more than 60% of the online matrimony service market.
In a conversation with BestMediaInfo.com, Murugavel Janakiraman, Founder and CEO, BharatMatrimony, said the brand has now become synonymous with match-making and constant marketing is keeping it relevant in the mind of customers with almost one million people visiting the website quarterly.
He said the brand was driving users on its own and hence advertising the product wasn't that big a challenge. The company is also using content marketing to reach out to users.
The brand had earlier launched online surveys like #QuestionsSinglesFace and #MyFatherInLawToBe, which were targeted at collecting information and providing answers to the married life related queries.
Janakiraman said the brand wasn't facing any competition from the likes of Shaadi.com and Jeevansathi.com.
Talking about the competition with other players, Janakiraman said, “We have different websites for different events. Our brand is based on language and socio-economic status. We acquired this differentiation strategy a long time back. All these services under marquee brands are currently active in the south of India for a couple of years; we will be taking these to further markets soon next year.”
He said BharatMatrimony with its regional reach via HindiMatrimony, TamilMatrimony, MarathiMatrimony, TeluguMatrimony has an edge over others.
The company also runs several online services to handle various wedding-related events.
With the advent of dating applications like Tinder, OKCupid, and TrulyMadly, a lot of users are taking a shine to these new age apps.
On whether these apps would impact the matrimony websites, Janakiraman has seen no impact on the online matrimonial services. He said this market is very niche, limited and has a different purpose and there is no competition with dating applications.
Based on such insights, BharatMatrimony has recently launched a new content marketing campaign, #FindYourEqual, with MS Dhoni as the brand ambassador. The TV commercial depicts him as an equal partner as he shares an equal relationship in all aspects with his partner. With an objective to change the social perspective about relationships and marriage, the brand is promoting equality in relationship through this campaign.
Talking about Dhoni’s association with the brand, he said, “There is a brand similarity with Dhoni. Credibility, trust, values. He is a successful person followed by millions of youth, same as BharatMatrimony and also a family person, caring husband and father. He is a great fit. It is like made for each other.”
BharatMatrimony will soon launch a 360-degree marketing campaign featuring ads to target singles of marriageable age across TV, print, radio and outdoor.
Strategy & Creative Agency: The Planning Room
Producer: Conversation Films
Director: Prashant Madan