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?
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.
"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.
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