Timesmatri sheds the Times tag, now called SimplyMarry

By , agencyfaqs! | In Advertising
Last updated : December 11, 2006
After spending crores of rupees on brand building initiatives, Timesmatri has been rechristened SimplyMarry. agencyfaqs! explores the reason why

For the

last two years, Times Internet's matrimonial brand, Timesmatri.com, was nurtured in the hope that it would make it big some day. The company spent several crores of rupees in building the brand. Sadly, Timesmatri failed to take off and other players in the domain, such as Shaadi.com and Bharatmatrimony.com, which have been around for more than six-seven years, left it far behind.

Now, the Times management has decided to rechristen Timesmatri as SimplyMarry.com.

What went wrong?

R Sundar
R Sundar, president, Times Business Solutions, clarifies, "The brand, Timesmatri, failed to create an identity among consumers. It was often mistaken to be a friendship website because it had the word 'matri' in it, confused with 'maitri', the Hindi word for friendship."

Is this the only reason for the rebranding exercise?

While reviewing the pros and cons of the Timesmatri brand, it was found that the original brand clashed with Times Matrimonial, the matrimonial supplement that comes along with 'The Times of India' Sunday edition.

Rajat Gandhi
However, Rajat Gandhi, business head, SimplyMarry, says that it all started with revamping the website to make it more interactive and user friendly. "We thought that when we were completely redoing the website, why not rename it as well to give it a completely fresh look?"

"That's when we realised that using a word related to marriage in the brand would be more effective as it was a marriage website. And then the revamped website was simpler to operate than its previous avatar. This is how we zeroed in on the name, SimplyMarry."

Won't it be a tedious process to rebuild the new brand, SimplyMarry, from scratch? Well, the company is prepared to do so. As per industry estimates, it plans to spend around Rs 10-15 crore to build the brand.

The strategy as of now is to focus mainly on print, online, print, radio and the ambient media. But the launch of a TVC has not been ruled out.

For the record, Mudra handles the creative duties for the brand, while Tribal DDB handles the online campaigns. The Media Edge is the AOR on the account.

2006 agencyfaqs!

First Published : December 11, 2006
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© 2006 agencyfaqs!