Bharat Matrimony, the online matchmaker, has launched an outdoor campaign titled 'Take Marriage in your own hands' in Mumbai city to promote its latest app service.
The brand has focused the campaign around the Mumbai Metro One and surrounding areas.
It has taken 24 media units at the platforms of 12 stations of Mumbai Metro One to create its presence. Additionally it has also taken 110 pillar wrap units across six stations along with 15 exclusive bus shelter display units.
The bus shelter units were put at Andheri, Carnac Bunder, CST, Mohammad Ali Road, Bhendi Bazar, Grant Road, Tardeo, Saat Rasta, Dockyard Road, Byculla, Mazgaon, Mahalaxmi, Lower Parel, Worli and Parel.
Executed by Times OOH, the brief behind the campaign was to clearly disseminate the brand story to the audience and create a complete roadblock via exclusivity and brand dominance in new media in Mumbai.
Speaking more about the campaign, R. Kamalakumar, general manager, marketing, Bharat Matrimony says, "We wanted to launch the Bharat Matrimony mobile phone app in a big way. The Mumbai Metro provided just the right audience for us. The passengers are young, upwardly mobile and smart phone penetration among them is very high. We also opted for BQS in key parts of the city to build visibility and frequency."
The campaign will run for two months between January to March 2015.
Bharat Matrimony.com is a network of 15 regional portals and has over 3 crore members. It has found its name in the Limca Book of Records for facilitating a record number of marriages. It has offices in over 179 places across the country along with operations in UK, UAE, US and Canada.