Jeevansathi.com is launching a TV campaign conceptualised by J. Walter Thompson.
The film adopts a 'Be Found' theme. It opens at an office where the boss tells a colleague to bring his wife to a wedding. The young man says he's still single and looking. The film progresses with the single man walking out of his office explaining how he has met a lot of women, but not the perfect partner. Addressing the life partner he hasn’t found yet, he urges her to stop watching television, and instead log on to Jeevansathi.com. The TVC ends with a voice over that says, 'While you are looking for your soul mate, someone, somewhere is looking for you too.'
Sumeet Singh, group CMO, Info Edge India, said, "With this innovative campaign, we are introducing a fresh approach towards matrimony in India. The new communication aims at registering a thought in the minds of people to look at matrimony from the view point of 'Be Found' rather than looking for a match. It ultimately enhances the experience of a person who is registered on jeevansathi.com to arrive at a platform where the prospective match is waiting for him/her."
Shujoy Dutta, executive planning director, J. Walter Thompson, added, “In 'Be Found' we have a strategy that separates us from the rest of the online match-making portals. In India, logging onto a portal to find a prospective spouse is stressful and without romance. However, we’ve inverted that, by making logging-on the act that helps you connect with that Mr. or Ms. Right who is probably looking for you. From being a person who has to do the hard work of finding and screening, we’ve made the candidate feel special by being the one who is found.”
Sayantan Choudhury, AVP and senior creative director, J. Walter Thompson, added, "Creatively, the challenge was to inject romance into a process that has been seen as a little cold or end-driven. To create communication that would not just tell the audience about the brand message, but also deliver it in a way that makes them believe that this brand understands their mind state, relationships and how they feel about love – things that have undergone such a huge change in the past few years.”
The TVC will air from 22 January 2016.
Creative agency: J. Walter Thompson
Client team: Sumeet Singh, Esha Arora, Shweta Gupta
Creative: Sumonto Ghosh, Sayantan Choudhury
Planning: Shujoy Dutta
Account management: Neetika Aggarwal, Anushka Pawar, Anirban Poddar
Films: Vineeta Misra
Production house: OffRoad Films, Mumbai
Director (film): Abhijit Sudhakar
Executive producer: Khalil Bachooali