Shaadi.com’s latest ad allows women to set their terms and conditions for marriage without donning the rebel tag
Campaign: My conditions apply
Agency: J Walter Thompson
A young woman talks about her ideas about an ideal marriage and how she would like to live her married life on her terms and conditions. The ad ends with her profile on the shaadi.com website.
Conditions apply. Two words that raise the red flag instantly. You immediately start wondering what the pitfalls are, the dos and don’ts, the lines between the lines. And Indian marriages are full of those, with the stacks loaded against the bride. Haven’t we heard of so many marriage negotiations when suddenly those danger words, “ek condition hai” come up?
So here comes an ad that turns that statement on its head. ‘My conditions apply’ transfers the power back to the woman, allowing her to set her own terms and conditions. So we have the young woman talking about the right to stay up late (an indirect reference to working late in office), waking up late (read: wives are expected to be the first one to get up in the morning), go out for a girls’ day out or declining to adopt the husband’s surname. Those reassuring words would certainly be welcomed by today’s women, 50% of shaadi.com’s target audience, who want to live life on their own terms not just when they are single, but even after they marry. Commenting on the creative thought behind the new television commercial, Tina Sachdev—vice president, creative director—J Walter Thompson India, says, “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.”
Even otherwise, the matrimony portal has been espousing the rights of women, seen in its recent digital campaign against dowry. That campaign which invited men to find out their ‘dowry value’ based on age, qualifications, income, etc., took them to a site which gave the total number of dowry deaths in the country. If that was a hard-hitting campaign nudging people to question old norms, the latest commercial is more subtle. But the two carry the same message—giving women a platform to voice their opinions and find partners who respect them and their likes and dislikes. Says Aditya Save, chief marketing officer, Shaadi.com, says, “Shaadi.com understands that over the last decade, the Indian woman has continued to evolve to be an even more multifaceted personality, who is confident in her 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.”