Matchmaking Reinvented with ABPWeddings.com's latest TVC
ABPweddings.com, a matrimonial site from ABP Group, stands for TRUST.
In a highly complex online world of matchmaking, where apprehension of fake profiles and false claims made potential brides and grooms reluctant, ABPweddings.com has enhanced the joy of customised search, shortlisting and sharing profiles with family members convenient and safe.
Submission of Photo ID is mandatory for any user, who would like to connect with other registered users on the website. The documents submitted are moderated manually to match the information, thereby making profiles trustworthy. Adding to the credibility of the profiles, the website also allows users to get Trust Score – based on the submission of Photo ID, Address Proof, Educational Qualification Certificates, Employment / Income Proof, and other relevant documents. One can be certain that users are communicating with a genuine person and not a fictitious profile!
Recently, the company made its foray into Maharashtra with a TV and Print Campaign.
Say Lalit Masta, Business Head, ABPWeddings.com, “We were targetting a very specific audience. It was critical that communication highlights the motivations of the target segment & communicates in a relevant manner.
The TV campaign has the hugely popular movie actress Madhura Velankar as the protagonist. The ad film traverses across various situations where it is mandatory to furnish an identity proof – birth, education, voting, hotel bookings/ check ins, driving etc. The protagonist then quizzes the viewers, when it comes to choosing a potential life partner, why shouldn’t they check the genuineness of a profile! She goes on to introduce ABPWeddings.com, which uses Photo IDs to establish trust factor in a profile. The peppy jingle borrows its inspiration from the traditional lavani music, which further forges the connect with viewers in Maharashtra.
Says Nagessh Pannaswami, “In a world of matrimonial sites being one of the last entrants, it becomes difficult to get traction. A simple product differentiator of allowing profiles to meet only if valid ID is submitted became the USP for communication to leverage”
The TV campaign uses the brand’s USP, Photo ID to contact a registered user, communicating the underlining message of matchmaking reinvented and reinforces the brand promise of “Assal Parichay. Naati Mangalmay”!
Client: Lalit Masta:Business Head, Biswarup Das: Marketing Manager, Soham Mondal: Brand Manager
Agency: Priti Nair, Founder Director, Nagessh Pannaswami: Director, Srinivas Madasu: Business Brand Management, Abhijeet Gaikwad: Creative Brand Management, Sushant Ainapure: Creative brand Management
Production House: Outreach Media Services