New Shaadi.com Campaign Encourages Women to Take Control

Written by Dominic Whitlock

Shaadi.com has launched a brand new marketing message to address all of the pressures that Indian women face during their dating journey.

The campaign empowers them to take control of the situation and sign up for the dating and matchmaking service. 80% of the women participating in a survey said that they wanted to be in charge of their dating lives, with very minimal input from others.

Some of the highlighted pressures include saying no to arranged dates, awkward questions from family members, impressing a partner’s parents, and feeling persuaded to get married early.

Adhish Zaveri, Shaadi.com’s Marketing Director, explained in a statement: “Shaadi.com has paved the way for India’s journey from Arranged Marriages to Planned Marriages. 

“Planned marriages put the individual in the driver’s seat, while taking the family along. This campaign is an entertaining, relatable & condensed reflection of this journey.”

A number of local influencers will be uploading posts to social media with the hashtag ‘TakeThePressureOff’ to spread the message. It’s hoped that their followers will take the advice on board and apply it to their own situations.

During the COVID-19 pandemic, the platform launched ‘Weddings From Home’ to help couples celebrate their special day while being separated from their families. It put them in contact with local vendors and supplied them with the technology required to live stream the event to virtual attendees.

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