Bharat Matrimony urges people to #BeChoosy about their life partners

Online matrimony service, BharatMatrimony, has launched a campaign #BeChoosy, to urge potential brides and grooms to be picky about who they choose to spend their lives with. Conceptualised by Wondrlab, the film slams the general perception that only men have the luxury of being picky when it comes to choosing a woman to marry. 

 

The film showcases a family, having a conversation with the potential groom, soon after they’ve met with the girl’s family. While the groom tries to find loopholes in the arrangement, his family members encourage him to go ahead with it anyway, since the girl has a solid job and is okay with her partner staying home to take care of the family. When the boy asks his relatives to consider his choice, they tell him to not be too picky, for the fear of losing any potential relationship. 

 

Arjun Bhatia, chief marketing officer, Matrimony.com, said, “BharatMatrimony has been constantly breaking new ground and changing the social narrative about relationships and marriage. When women, after careful consideration, make their choices be it about education, career, finance or finding a partner, people tend to say they’re being very picky and question their choices. On the contrary, men are never subjected to the kind of scrutiny or questioning when it comes to the same things. That’s why BharatMatrimony seeks to put the spotlight on this issue by encouraging and empowering women to be choosy.”

 

Ajeeta Bharadwaj, chief strategy officer, Wondrlab, says, “Society has always looked at finding your match as the end goal, when in fact it is the beginning of the next forty years of your life. So, it is important to choose right. But in our conversations with women who were in the journey of selecting their life partner, we found that when a woman exercises her choice even on fundamental things, she gets labelled as ‘choosy’. We wanted to turn this on its head and make being choosy a good thing.”

 

Amit Akali, co-founder and CCO, WYP Wondrlab, added, “At Wondrlab we’re always trying to create work that questions the consciousness of society. That brings about change by focusing on things that haven’t been focused on. This film too tries to do just that. We're just trying to make the viewers realise something that they might have not thought about before.”