1. Where art thou?

Where art thou?

Jeevansathi’s latest communication revolves around a strong, hitherto untapped insight

By: | Published: February 2, 2016 2:14 AM

The Ad 

The ad film shows a boss inviting a colleague to the office party, asking him to bring his wife along. The young employee tells his boss nonchalantly that he is still searching for his match. A monologue ensues where the man realises that feigning indifference isn’t working out anymore. He claims to have been looking for his suitable match for a long time and has met many potential brides but never ‘the one’. He playfully alleges that his future bride is choosing to make him wait, glued to the TV for all he knows, while he waits for her and attends other people’s weddings, until she decides to finally log on to Jeevansathi.com.

Our Take
The ‘Be Found’ advertising campaign by Jeevansathi.com is basically a response to the quip that goes something like this, “They keep saying the right person will come along; I think mine got hit by a bus”. Sumeet Singh, group CMO, Info Edge (India), says, “The new communication aims at registering a thought in the minds of people to look at matrimony from the viewpoint of ‘be found’ rather than looking for a match. It enhances the experience of a person registered on Jeevansathi to arrive at a platform where the prospective match is waiting for him/her.”

The ad taps into a fresh insight of user inertia — most users of these portals, at some point, run out of patience when faced with the task of repeatedly logging in and yet not being able to find ‘the one’. The TVC aims to motivate this part of its target audience into taking action rather than let complacency set in. Furthermore, here is a refreshing matrimonial brand where the protagonist in its communication is no longer a young woman looking for a match or parents using their skills to get the kuwari ladki married off. This induces freshness into the category.

Other players like Shaadi.com, BharatMatrimony or competing matchmaking apps like TrulyMadly, have communicated an empowered woman’s point of view. From the right to choose, to being answerable to herself first, she is shown as having her own identity (for instance, she won’t take on a new last name). In a rush to be in sync with the modern ‘empowered’ woman, the man’s role in ads in this category has been reduced to the mumma’s boy, the online creep or the traditional man who is identifiable as more of a son than a husband. The current ad in question instead projects a confident man who is patient enough to wait for the other party to join the portal, doesn’t look upon negatively at the number of people he met and didn’t click with, and most importantly, is secure enough to place trust in the portal’s services. What will be interesting to see is whether the brand continues to address specific painpoints (user inertia, in this case) in its communication going forward.

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