Shaadi.com: Fast for her

This case study explains how Indian matchmaking site Shaadi.com differentiated itself by taking an old tradition and turning it around in favour of women.

Shaadi.com: Fast for her

Navonil Chatterjee, Tina Sachdev and Siddhant Lahiri

Campaign details

Brand owner: People GroupLead agency: JWTBrand:Shaadi.comCountry: IndiaIndustry: Websites, online services, appsChannels used: Earned media, buzz, Internet - display, Internet - microsites, Online video, Social mediaMedia budget: Up to 500k

Executive summary

This case study describes how Indian matchmaking site Shaadi.com differentiated itself by campaigning for equality in marriage.

The world's oldest online matrimonial website, Shaadi.com, wanted to build a strong emotional connection with the modern, progressive urban youth in India...

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