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The match-making portal has launched an online game to highlight the menace of dowry.
The game has three levels where the player gets to interact with three grooms with a heavy dowry price tag. The player needs to strike the dodging grooms with a weapon of their choice. The weapons made available are household items like rolling pin, sandals, utensils, and brooms. Each aim decreases the price of the groom, and adds the saved money to the player's points called the 'anti-dowry fund', which players can choose to publish on their Facebook wall or tweet to their timeline.
The game has been conceptualised, designed and developed in-house by the Shaadi.com team. The online portal, which spends about 70 per cent of its marketing spends on digital, plans to take this game to other platforms soon.