Shaadi.com has rolled out a campaign to promote its matchmaking services for people looking for potential life partners. 

Conceptualised by Moonshot, the campaign which comprises a film uses humour to spotlight the benefits of using the app for finding a match, as against finding one on a dating app.

The ad film opens with a couple celebrating their two-year anniversary at a restaurant. However, the scenario quickly changes when the girl points out to her boyfriend that its time they took their relationship to the next level. She soon finds herself in an awkward situation wherein her ‘commitment-phobic’ boyfriend has bolted, leaving her all alone.

At this point, the founder and CEO of Shaadi.com, Anupam Mittal, himself puts in an appearance to advise the protagonist to steer clear of partners who are averse to commitment and encourages her to instead, find her 'green flag' on Shaadi.com. 

What do we think about it: The light-hearted narrative helps get the relevant message across in a humour-coated fashion. The subtle dig at using dating apps to find potential mates who may not always be keen on long-term relationships is also on point.

The film was released across social media channels on 2 July. 

CREDITS: 

Agency: Moonshot
Creative team: Devaiah Bopanna, Tanmay Bhat, Puneet Chadha and Deep Joshi. 
Director: Rahul Bharti
Producer: Zuleikha Gupta and Sun City Studios.