Mumbai: Matrimony.com, India’s leading online matrimony company, launched Jodii, a unique vernacular matrimony app in Tamil, to reach out to a largely underserved demographic in SEC B&C. Jodii is a platform that offers maximum choices to users to help them make the most important decision of their lives, which otherwise was dependent on limited choices. The app brings a huge pool of mobile-verified profiles such as factory workers, technicians, salesmen and sales-girls, tele-callers, delivery executives with education levels of Diploma, 12th standard and even below to come and choose their prospective life partners. It allows them to do this in their regional language. The app is currently available in Tamil.
Lack of choices and the dependence on a broker are challenges faced as the family searches for a groom for their daughter. The TVC portrays the same and tension is relieved with the introduction of Jodii app which brings joy, happiness, and choices. The TVC went on air recently.
Arjun Bhatia, Chief Marketing Officer – Matrimony.com, said, “Matchmaking in India is largely unorganized with the current online matchmaking services catering to only the English-speaking audience. With Jodii our aim is to bring the benefits of online matchmaking to larger section of Indians especially the common people. It’s a vernacular product, simple & easy to use; Truly democratising the use of technology for bringing choice of finding a suitable life partner to every Indian. We are very happy with the way Wondrlab team has breathed life into Jodii with its unique campaign”
Amit Akali, Co-founder, and Chief Creative Officer, Wondrlab said, “For this segment of users, the problem of lack of choices when it comes to choosing a life partner is a serious one and Jodii app bridges the gap. The challenge we overcame was to ensure that the campaign empowers men and women alike by depicting their real world and giving them a voice when it comes to marriage. While brainstorming, we identified that we all made choices as kids by singing limericks like ‘akkad bakkad bambe bo’. Several regional limericks were recreated to highlight different points such as simplicity, affordability, choices which addressed a serious issue in a light-hearted manner. Casting, location, costumes, everything were carefully chosen to resonate with the theme. We hope that these film verses go on to become the voice of the girls, and with the launch of Jodii app, no one will have to adjust anymore when it comes to the most important decision of their life.”