BharatMatrimony and MS Dhoni urge girls to pick books over marital hooks

BharatMatrimony has rolled out a campaign titled 'Pehle Padhai Phir Shaadi' (first studies, then marriage) featuring MS Dhoni, to empower girls to pick education over marriage.

Conceptualised by Isobar, the film encourages parents to inspire their daughters with the leeway to think, choose and take charge of their destiny. 

The film features Dhoni talking about how different houses in India have diverse art pieces and hand paintings. The film then showcases Dhoni talking about a particular art piece from Jaisalmer where the walls are painted to celebrate the start of every marriage union. Taking this tradition forward, Dhoni shares that BharatMatrimony would like to showcase the choice of a girl on the walls of their house with pride. The film then depicts an art piece with books illustrating how a girl's preference about her future and education should be honoured and celebrated. 

Murugavel Janakiraman, founder and CEO, Matrimony.com, said, “As a brand in the forefront of empowering women, BharatMatrimony is constantly trying to break new ground and change the social perspective about women, relationships and marriage. We believe #PehlePadhaiPhirShaadi will drive social change by encouraging girls to choose education first. Let’s not forget that educating a girl is like educating the family.”

Aalap Desai, national creative director, Isobar India, said, "When we saw the problem, the solution didn't call for a cutting-edge tech to be employed. Rather, simply asking parents to hand the decision to their daughters and celebrate it no matter what, was what the campaign called for. For us, Dhoni was the perfect spokesman to appeal to these parents. And that's exactly what we did."