Bharat Matrimony's 'Biwi ho Toh Aisi', brings virtual bliss for men

'Biwi ho Toh Aisi' has been very popular and doing its rounds of being in conversations since its launch in December 2010 by Bharat Matrimony. This website allows men to choose from four different types of wife and then receive automated telephone messages from them that reflect their character.

The objective of establishing such a website was to provide an engaging experience with a tool that was fun to use, easy to share and yet would provide a memorable experience. "We had in our mind a definite demographic group: unmarried males in the 21 to 28 age bracket who were comfortable on the net and social media-savvy as well. While the objective definitely was to provide relief and an enjoyable time, we hoped that the website would also help in portraying matrimony in a more favourable light in a cool and funky way among the youth. We wanted the youth to experience some of the joys and pleasures of marriage like getting a wake-up call from the wife without going through a marriage," said Murugavel Janakiraman, CEO, Bharat Matrimony

The response from the users has been extremely enthusiastic. "Thousands participated and left happy and satisfied with the experience. We had media outlets from the AFP to the BBC, Times, London, and the Wall Street Journal and scores of Indian journalists calling us for information and details about the initiative," further said Janakiraman.

Speaking on the creative idea, Nishi Kant, Creative Director, Webchutney said, "There is no precedent of creating a virtual experience of married life in India yet, and this was a great opportunity for us to showcase our potential to push creative boundaries. The overall look and feel of the website design was crafted to appeal to young bachelors contemplating marriage, and its engaging user-experience conveys the subtle yet dramatic effect of this unique concept."

According to Janakiraman, there have been no media spends on the campaign. "However we're building traction and generating buzz through word-of-mouth and social media," he further added.

He also explained that other marketing strategies are underway. There is a need today to connect with consumers at a far more interactive level. "We will be launching more exciting campaigns to connect with our customers. The success of this initiative shows that innovation will work. In fact, innovation will be the name of the game where our promotional activities for the year are concerned. We had launched television campaigns in several markets within India and the international market the past year. We are the leader with a market share of more than 60 per cent in matrimony and broadly speaking our strategies will be geared towards offering more innovative products and making our brands more relevant and useful," he stated.

Commenting on the partnership with Bharat Matrimony, Sidharth Rao, CEO and Co-Founder, Webchutney said, "The advantage of partnering with a forward-thinking leader like Bharat Matrimony is sharing a common understanding in building offbeat, bespoke interactive experiences that become second nature to consumers through ease-of-use and high recall value. We look forward to working with them on other path-breaking digital solutions that break away from the clutter and create an instant connect with consumers, much like what BHTA has achieved within a month of its launch." | By Janees Antoo [janees(at)adgully.com]