We're introducing a fresh approach towards matrimony,Jeevansathi Group CMO

Matrimony website Jeevansathi.com has rolled out its latest TVC created by JWT. Based on the concept of ‘Be Found’, the idea is to do away with the traditional approach of “looking” for matches and instead, focus on providing a platform where prospective matches can find each other. To communicate this approach in the first phase, the TVC went on air on January 22, 2016 with a TV campaign across 15+ channels and has language edits as well.

The communication is also being launched on digital media comprising video, mobile, display and social media platforms. The digital campaign will run across the website and external media platforms as well.

The TVC represents a new generation who instinctively choose their life partner. It opens with an after-meeting conversation in an office setup, where the boss tells the employee to come with his wife for the office party and in response the employee tells him that he is still single and looking for one. After that, the TVC progresses with the person explaining his journey of having met a lot of women but not the perfect one and urges you to logon and come on to the portal to be discovered or found by the one perfect for you.

The TVC ends with a voice-over suggesting that while you are looking for your soulmate, someone, somewhere is looking for you too.

Commenting on the campaign, Sumeet Singh, Group Chief Marketing Officer, Info Edge (India), said “With this innovative campaign, we are introducing a fresh approach towards matrimony in India. The new communication aims at registering a thought in the minds of people to look at matrimony from the view point of ‘Be Found’ rather than looking for a match. It ultimately enhances the experience of a person who is registered on jeevansathi.com to arrive at a platform where the prospective match is waiting for him/her.”

On how different the latest communication for Jeevansathi.com was compared to the earlier ones, Singh replied, “Our earlier communication campaign was based on addressing challenges related to the matrimonial match and was depicted through the lens of ‘looking’ for a partner, where it becomes almost a struggle for the family and near embarrassment for the prospect. But through the fresh concept of ‘Be Found’, we are trying to add a touch of romance to the whole partner search experience by moving forward from the age old method of searching to arrive on a platform where your partner is also searching for you. We believe that the perspective of ‘Be Found’ will resonate with today’s youth and it will also focus on breaking the cycle of struggle that the family goes through while arranging a match for matrimony.”

Shujoy Dutta, Executive Planning Director, JWT, added here, “In ‘Be Found’, we have a strategy that separates us from the rest of the online match-making portals. In India, logging onto a portal to find a prospective spouse is stressful and without romance. However, we’ve inverted that, by making logging-on the act that helps you connect with that Mr. or Ms. Right who is probably looking for you. From being a person who has to do the hard work of finding and screening, we’ve made the candidate feel special by being the one who is found.”

Sayantan Choudhury, Associate Vice President and Senior Creative Director, JWT, further added, “Creatively, the challenge was to inject romance into a process that has been seen as a little cold or end-driven. To create communication that would not just tell the audience about the brand message, but also deliver it in a way that makes them believe that this brand understands their mind state, relationships and how they feel about love – things that have undergone such a huge change in the past few years.”

Jeevansathi.com has also been revamped with new communication campaign for enhanced user-friendliness, new features like ‘Verified Seal’, where the documents such as Identification Card, Education and Income proofs have been validated by the team.

TVC link: https://www.youtube.com/watch?v=hhxFaXaidvA&feature=youtu.be

Campaign credits:

Client: Jeevansathi.com

Creative agency: JWT, India

Client team: Sumeet Singh, Esha Arora & Shweta Gupta

Creative: Sumonto Ghosh & Sayantan Choudhury

Planning: Shujoy Dutta

Account Management: Neetika Aggarwal, Anushka Pawar & Anirban Poddar

Films: Vineeta Misra

Production House: OffRoad Films, Mumbai

Director: Abhijit Sudhakar

Executive Producer: Khalil Bachooall