Client: Bharat Matrimony
Agency: Lowe Lintas & Partners
Executive Director: GV Krishnan
What it's about
A young man at the family dining table is asked by his parents why his wife hasn't come home from office yet. The son recently got a raise, so why should the daughter-in-law work? His wife enters and overhears her husband's response: 'She works because she likes to work.' The wife smiles and joins the table, and the husband serves her food. All is well.
Why it makes the cut
It's a nice change from most matrimonial ads which show how a wife has to please her husband. The ad shows the husband standing up for his wife.
What the makers say
GV Krishnan: "We had an interesting mandate, to come up with a fresh point of view for the brand. The problem - while there are many online matrimonial sites, they’re the last place a prospect would go to. Often friends, relatives and other traditional sources for matchmaking are preferred. Many seem to approach the site with ‘chalo jake dekhte hain, agar kuch ho jaaye toh....’ Many sites unfortunately also didn't carry interesting younger profiles.
Our campaign task was to get the younger audience to consider the category early on, and not as a last resort.
We already had some learnings from BharatMatrimony and did our consumer research as well, which led us to an interesting insight. Marriages failed, not on account of lack of love. Love certainly was there, but the root cause of break ups - when there is no sincere appreciation and celebration of each other's interest and passions. That seemed to mess up promising relationships. This led us to - real love is just not falling in love with the person but with everything around him/her.
What of the criticism that why must a woman have to mention in her profile that she would like to continue to work even after her marriage? "We had to bring it back to the brand, and the user experience. It’s a normal thing you’d consider to share when enrolling on a matrimonial website to chose your life partner. And here we’re talking to an Indian woman from the middle income group, for whom this is the most important thing."
Rajesh Ramaswamy, Group Creative Director, Lowe Lintas: "'Finding real love' could have ended up in very cliched romantic situations. We were quite clear that it had to be something deeper. We wondered why a lot of couples we knew despite being madly in love, do not end up getting married. I think there are a lot of other things that come to mind when it comes to marriage. It's not about loving you alone. You start to think about how well he or she will fit into your family, your lifestyle, understand your priorities, a lot of very personal stuff. I actually remembered Mani Ratnam's quote where he was speaking about Alai Payuthey, saying he wanted to explore a love story where other love stories end, and narrate what happens after the first milk packet comes home. We knew that even our answer was somewhere in that space. Articulated simply as 'Find someone who cares for what you love'. We then got Vivek Kakkad on board to help us capture these moments in a beautiful yet real way."