Mumbai: Jeevansathi, India’s fastest growing matrimonial site, launched its new 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’. 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, that have a set-up which is relatable with Indian weddings – be it the first meeting or the Sangeet ceremony or others.
Jeevansathi.com being one of the leading players in the online matrimony market 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.
Commenting on the launch of ‘Ladkaachahai’, Sumeet Singh, Chief Marketing Officer at Info edge 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 complete360-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. Amidst 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. Thereby, 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. 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 – ‘LadkaAchhahai’.
The TVC went on air on 13th July and has already crossed 1,187,772 views on YouTube (still increasing).
Link to the TVC: