Matchmaking website Shaadi.com has unveiled a brand new identity. A new TVC to communicate the new positioning will go on air on 21 September.
The brand seeks to celebrate through the new positioning the modern Indian woman – independent, progressive, career-oriented and one who makes her own life decisions.
The TVC unfolds with the story of one such woman, who is shown waking up late after a late day at work; one who has a distinctive personality through what she does; and one who even reveals that while she would share her life with the new partner, perhaps not the name. It ends with her posting an ad for herself on Shaadi.com, with the *'My conditions apply'.
On the rationale behind the brand refresh, Aditya Save, CMO, Shaadi.com, said, “Shaadi.com understands that over the last decade, the Indian woman has continued to evolve to be an even more multi-faceted personality and confident in choices. We have always endeavoured to remain relevant in her partner search and this new communication is simply an expression of her search for compatibility in the journey of togetherness.”
Tina Sachdev, VP and CD, J. Walter Thompson India, said, “For girls we were speaking to, a marriage is more about the quality of the relationship rather than a need to follow tradition. It’s a life decision she wants to have a say in. In most cases in our TG, her parents are supportive of her decisions. She isn’t really a rebel, but the progressive girl next door. Hence the idea evolved to ‘My conditions apply’. It is a fresh territory for this category, and I think we’ve arrived at a visually potent execution which ties up the whole film, and mirrors the girl’s world.”
Creative agency: J. Walter Thompson
Production House: Perfect 10 Films
Director (film): Raylin Valles