What’s Your Problem has won the social media mandate for matrimony.com. The account was won following a multi-agency pitch. The agency will start work on flagship Bharat Matrimony (a part of matrimony.com) followed by other ‘key accounts’ within the portfolio. The group has in its fold brands Community Matrimony (with over 350 community matrimony sites), Elite Matrimony and Assisted Matrimony, among others.
Kaushik Tiwari, vice president – marketing, matrimony.com, said, “The problem is that most digital agencies are so obsessed with technology that they lose focus of the brand. It was refreshing to see What’s Your Problem, spend a lot of time understanding our brand, get into the consumer’s head and then present some fresh creative ideas. They managed to marry the kind of strategy and understanding a mainline agency gets to the table with the expertise of what works in the digital social world.”
Amit Akali, managing partner and creative head, What’s Your Problem, added, “It feels nice to have one of India’s leading online brands place its trust in us. What’s more, Bharat Matrimony has been doing some great communication and has a very clear positioning and tone of voice. Our partner agency Chapter Five too helped us get a brand perspective. We then focused on bringing the brand alive in the social media space, through some interesting use of technology and some big ideas. We’re now looking forward to working closely with the brand and its in-house team to bring these big ideas alive in the social and digital space.”
Huzefa Roowala, director – creative and content, What’s Your Problem, added, “It’s a big brand and a big responsibility for us. I think what worked for us was that we didn’t present advertising, we presented solutions and content ideas. Content which the consumer can engage with and share; content which will hopefully trigger conversations and create brand advocates.”
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