Matrimonial site Jeevansathi.com launched a TVC campaign, ‘Ladka achha hai/Ladki achhi hai’. The idea of the campaign stems from the fact that the process of matchmaking for Indians is a ‘family affair’ and the potential partner needs to appeal to the entire family as a unit.
This TVC marks the launch phase of the “Jo aapko pasand ho aur family ko bhi” with the three films in this series, which had a set-up that is relatable with Indian weddings — be it the first meeting or the Sangeet ceremony or others.
Jeevansathi.com understands that marriage is an important decision in one’s life. However, this journey of the subject from discovery to decision-making is a tedious process and involves the entire family.
Sumeet Singh, Chief Marketing Officer at Infoedge India, said, “In India, a lot of marriages are arranged where along with the prospects the entire family plays an important role and is involved in the journey. Ours being a relationship-driven brand, there is a need to interact with our target audience and appeal to both families as well as prospective brides and grooms, which is beautifully conveyed in our new TVC. We have planned a complete 360-degree communication campaign using TV, radio, digital and out-of-home media.”
Joy Chauhan, Managing Partner, Wunderman Thompson, Delhi, added, “Marriages in India have undergone transition over a period of time. What makes our Indian marriages unique is the involvement of the family as a unit in the decision-making of an important life event. Amid such a scenario, Jeevansathi has come up with an endearing, relatable and relevant themed TVC as a formula for a perfect marriage keeping in mind the social fabric of India today. Jeevansathi’s new TVC strikes the right balance between rebellion and conservation of thought by supporting the approach to finding the right match, not just the prospects but for their families too.”
Through these TVCs, Jeevansathi has successfully explored the relationships and bonds within a family. Also, it beautifully knits the story of a new person becoming a part of the family. The TVC successfully upholds the idea that a minor reservation can be overlooked for an inconsequential trait in the prospective partner if in the larger scheme of things, he proves to be a good match. Thus, reinstating the belief that — ‘Ladka achha hai’.
Chief Marketing Officer at Infoedge India: Sumeet Singh
Agency: Wunderman Thompson
Managing Partner, Wunderman Thompson, Delhi: Joy Chauhan