afaqs!

Jeevansathi puts a stop to neighbourhood gossip

By Chumki Sen , afaqs!, New Delhi | In Advertising | June 27, 2008
The matrimonial website's new TVC tries to address a major concern of people who are seeking to get married - privacy

If taking & #BANNER1 & # the decision to get married is difficult, then the next step, finding a life partner, is even more so.

Last year, Jeevansathi.com portrayed the father of a prospective bride chasing every boy he saw to see if he was fit to marry his daughter. The baseline used then was: 'We Match Better'. The focus of that commercial was to get more and more people on the matrimonial website.

A year later, Jeevansathi.com has come up with a new TV commercial that tries to address a major concern of people seeking to get married - privacy. Sumeet Singh, national head, marketing, Infoedge India, says, "We found that, while looking for brides and bridegrooms, most people were apprehensive about safety, trust and privacy. The brief we gave the agency was based on that insight."

But why would people be so secretive in the Indian scenario, where friends and relatives participate enthusiastically in the matchmaking process? Singh says, "You might tell people that you are looking for a match, but not the number of times you have been rejected or have rejected people."

The TVC shows a woman with a terrible stomach ache going back home in an autorickshaw. As she gets closer to her destination, her spasms increase. Inside her house, she tries calling someone on her mobile, but doesn't get any response. By this time, she is practically crawling on the floor in pain. A flashback reveals the source of the pain - the information that her friend is looking for a husband for her daughter, over which she has been sworn to secrecy. Her stomach ache stops completely the moment she shares the information with her maid. The commercial closes with the maid wanting to tell someone the news she's just learnt. The voiceover says: "Baat phaile to aapki marriage ki. Jeevansathi.com. Search rahe personal."

The TVC was created by DraftFCB Ulka, by creative director Sanjay Sharma and his team. Explaining the concept, Vasudha Misra, group head, DraftFCB Ulka, says, "The basic insight that women cannot keep anything secret was exaggerated in the film through the device of a stomach ache. The message sent out is: 'Make your marriage public, not your search'."