Ask anyone, “What’s the toughest task you’ve ever tackled?” and most will answer, “Organising a wedding.” It’s a Herculean feat juggling different personalities, tastes, and the pressure to keep everyone happy—especially at a grand Indian wedding. Enter Betterhalf, playing off the current cricket craze and blending it with the wedding chaos. Pragya Parimita Naik, social and brand growth manager at Betterhalf, chats with BrandWagon Online about the inspiration, creative journey, and challenges of bringing this campaign to life.
What inspired the concept behind this campaign, and how does it resonate with your target audience?
The wedding planning scenario in India is quickly evolving. Traditionally, parents and relatives managed wedding preparations, but now, couples are increasingly taking charge, often with specific ideas in mind about what they want. To address this shift, Weddings by Betterhalf offers a one-stop solution for end-to-end wedding planning. This concept resonates well with our target audience, as it is both hassle-free and convenient.
Can you walk us through the creative process of developing this ad campaign from ideation to execution?
The creative process of developing our ad campaign, in partnership with Kathaverse, was a comprehensive journey from ideation to execution. Our primary objective was to highlight the unique selling points (USPs) of our service, specifically the hassle-free, end-to-end wedding planning experience tailored for urban Indians.
Ideation:
We began with brainstorming sessions with Kathaverse, focusing on the core message we wanted to convey. Our USPs were clear: we aimed to showcase a seamless wedding planning process that alleviates the common stressors faced by urban couples and their families.
Research and Insights:
To ensure our campaign was both realistic and solution-driven, we engaged in extensive research. We spoke with multiple couples and families currently planning their weddings. These conversations provided valuable insights into the pain points and challenges commonly encountered during the wedding planning process.
Concept Development:
Armed with these insights, we collaborated with Kathaverse to develop creative concepts that would resonate with our target audience. The goal was to create a narrative that not only highlighted the ease and convenience of our services but also addressed the specific hardships identified during our research.
What challenges did you encounter during the creation and implementation of this ad campaign, and how did you overcome them?
One of the primary challenges we encountered during the creation and implementation of this ad campaign was understanding the consumer journey in planning a wedding. We needed to identify the various touchpoints where Betterhalf could provide meaningful solutions. To address this, we engaged in extensive discussions with multiple customers, both those who had used Weddings by Betterhalf and those who had not. By gaining insights into their experiences and needs, we were able to map out different consumer journeys effectively. This comprehensive understanding informed the development of targeted campaign ideas that resonated with our audience, ensuring that Betterhalf was positioned as a valuable partner throughout the wedding planning process.
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