MUMBAI: Matrimony Service, BharatMatrimony, has launched a new TV commercial “Find Your Equal”, starring MS Dhoni. Conceptualised by Planning Room, the ad is made with a sharp focus on women’s right to equality in a relationship and features MS Dhoni.
Elaborating on the idea behind the campaign, Planning Room says, “Our idea came from observing lives of married couples across social strata. Women had many concerns …felt their partners took their opinions selectively. Their family influenced big and small things. Simple everyday work wasn’t shared equally. Every day roles played out at home had strong gender typecasting. These serious concerns were a big put off to most women of marriageable age. With the Idea – “FIND YOUR EQUAL” BharatMatrimony wishes to be the voice of millions of women who seek “Equal Relationship” in their marriage. We believe when partners in a marriage value equality, they see each other as equals, treat each other with respect, consider each other's needs, and support one another while pursuing their individual interest too. The campaign features MS Dhoni who plays an equal partner much like he does in his real life. We hope this inspires everyone to find their equal.”
Matrimony.com founder and CEO Murugavel Janakiraman says, “BharatMatrimony is constantly looking to break new ground and change the social perspective about relationships and marriage. We understand and believe that marriages are happier and successful when there is equality in the relationship. The insight came from consumer interactions and through surveys on social media. It is BharatMatrimony’s endeavour to understand changing customer expectations and aspirations and to highlight the same to drive social change.”
He adds, “Some years from now, we want to have played a significant role in bringing about equality in relationships. We constantly strive to offer services that are relevant to customers’ aspirations and therefore you will see changes in our product that reflect the woman’s right to equality in a relationship.”
MS Dhoni, while talking about why he endorsed the brand and the concept said, “I believe in a woman’s right to equality in the relationship. I’m happy that BharatMatrimony is taking up this important cause to drive social change. I’m proud to be part of the #FindYourEqual campaign that has the potential to bring about a social change.”
BharatMatrimony will soon launch a 360-degree marketing campaign featuring ads to target singles of marriageable age across TV, print, radio, and outdoor.
