Mumbai: BharatMatrimony has launched a TV commercial “Who Can See Me”, starring MS Dhoni, which focuses on empowering women to take control of their privacy and safety while searching for a life partner.
The TVC leverages BharatMatrimony’s “Who Can See Me™”, an industry-leading safety feature for members that gives members complete control of who can see their profile and contact them. The feature has been rolled out across the 17 language domains on BharatMatrimony, including Marathi Matrimony, Punjabi Matrimony, Bengali Matrimony, Tamil Matrimony, Telugu Matrimony and Kerala Matrimony.
Talking about the constant focus on member safety, Murugavel Janakiraman, Founder and CEO – Matrimony.com, explained, “Member safety, security and privacy have always been a priority for BharatMatrimony. We have innovated many world class features to create a safe and secure platform for women. When it comes to women’s safety, we are as caring as family.”
Talking about the #AsCaringAsFamily campaign, of which the current TVC is a part, Arjun Bhatia, Chief Marketing Officer – Matrimony.com said, “Over two decades, BharatMatrimony has been constantly breaking new ground and empowering women to take charge of the search for a life partner. We firmly believe in complete safety and privacy for women when it comes to searching for a perfect match. Insight for the new “Who Can See Me™” safety feature came from our deep understanding of this category and constant interaction with our members. Besides, BharatMatrimony offers lakhs of 100% ID-verified profiles. It has always been BharatMatrimony’s endeavour to treat members as part of our family by understanding changing customer expectations and aspirations and caringly create features to empower them towards a safe and secure search for a life partner.”
Iconic sportsman MS Dhoni, while talking about why he endorsed the brand and the concept of safety and control for women said, “Over the last 21 years, BharatMatrimony has pioneered many safety features for women. Its latest “Who Can See Me™” feature gives women the control to choose who can see their profile and contact them, and therefore helps them safely navigate the search for a life partner. I’m happy to be part of this “Who Can See Me” TV commercial.”
Commenting on the launch of the campaign, Arun Iyer of Spring Marketing Capital which conceptualised the TVC says, “The epitome of care, concern and safety, is always the family. So when BharatMatrimony ventured into new features as part of their initiative for women on the platform, ‘As Caring As Family’ was the perfect thought and expression for the campaign. Being a family man himself, and the brand ambassador for BharatMatrimony, Dhoni’s presence, has added the required vibrancy to the campaign.”
BharatMatrimony will soon launch a 360 degree marketing campaign featuring the ad to target singles of marriageable age across TV and digital.
Link to TV Ad:
Strategy & Creative Agency: Spring Marketing Capital
Producer: EQUINOX FILMS
Director: NITIN PARMAR