Shaadi.com's personalized service finds partners that viewers will 'like like'

Shaadi.com has recently launched a new campaign to promote their personalized match-making service ‘Select Shaadi’. The campaign has been conceptualized by JWT India, and jocularly highlights the differences in perspectives of two generations - that of a father and daughter.

Speaking about the service, Premanshu Singh,AVP and head - emerging business,Shaadi.com said, “We are elated to launch SelectShaadiand look forward to helping each and every single find his/her special someone. Technology combined with experience and a little human touch is the secret ingredient, which makes SelectShaadithe most successful personalised matchmaking service inIndia.”

The commercial opens to a young girl taking talking to her father on the phone. She is just leaving for work, while her father wants to talk to her about two boys that she was supposed to meet. She says she has met them, to which her father asks if she liked either of them. She tells him that she sort of liked them, but didn’t ’like like’ them. Her father claims to understand exactly what she means, but asks her why she didn’t ’like like’ them. She is very vague with her answer and says, “I don’t know. Maybe because the boy has to be like-minded, too!” She hangs up, after which the father calls up Shaadi.com’s Select Advisor. He is befuddled and tells the advisor that the previous week his daughter was all about ‘opposites attract’ and now she wants a ’like-minded’ boy. The advisor smiles and asks him not to worry.

Watch the film here:

Commenting about the campaign, Tina Sachdev, vice president and senior creative director, JWT India said, “As a brand that is progressive, Shaadi.com portrays matchmaking through a modern day lens. In this new commercial, a comfortable, friendly relationship exists between the father and daughter, in a framework less patriarchal and traditional than before. Where once his word was law, and the girl had to demurely agree to the view of the parents who ‘knew better’, here we witness a matter-of-fact, trusting exchange where the girl feels no need to rebel.”

Sachdev also pointed out that arranged marriages aren’t necessarily about matching communities, castes, religions or mother-tongues.

“This generation prefers to find a match based on common interests, and rather than a cut-and-dried pairing ofsociographic facts,” she added.