SHAADI WFH - WEDDINGS FROM HOME

TitleSHAADI WFH - WEDDINGS FROM HOME
BrandSHAADI.COM
Product / ServiceSHAADI.COM
CategoryC08. Market Disruption
EntrantLEO BURNETT INDIA Mumbai, INDIA
Idea Creation LEO BURNETT INDIA Mumbai, INDIA

Credits

Name Company Position
Rajdeepak Das Leo Burnett India CCO
Dheeraj Sinha Leo Burnett India CSO
Prajato Guha Thakurta Leo Burnett India National Creative Director
Sachin Kamble Leo Burnett India National Creative Director
Vikram Pandey Leo Burnett India National Creative Director
Sonal Chhajerh Leo Burnett India Executive Creative Director
Archit Gadiyar Leo Burnett India Associate Executive Creative Director
Gaurav Kumar Leo Burnett India Creative Director
Vinit Sanghvi Leo Burnett India Senior Creative Director
Himanish Ashar Leo Burnett India Creative Director
Sayan Sengupta Leo Burnett India ACD
Dipayan Purkayastha Leo Burnett Associate Creative Director
Rohit Wani Leo Burnett India Copywriter
Prateek Dhas Leo Burnett India ACD
Mayurakshi Banerjee Leo Burnett Art Director
Gaurav Singh Leo Burnett India Editor
Rohan Mirgal Leo Burnett India Editor
Pooja Mehta Leo Burnett India VP
Shibani Mitra Leo Burnett India Brand Strategy Partner
Vaishnavi Shinde Leo Burnett India planner
Smruti Vyas Leo Burnett account management
Ashupreet Khullar Leo Burnett India account management

Background

The wedding season according to the Hindu calendar coincided with the strictest lockdown period around March-April 2020. With strict lockdown imposed people were left with no choice but to postpone weddings. And postponing a wedding is not just inconvenient, but also considered a bad omen Wedding dates are usually decided upon careful reading of the stars and religious calendars by priests. Missing an auspicious date might mean waiting several months for another. So how could Shaadi.com, India’s leading matchmaking portal help couples get married in the pandemic? To solve this problem, we needed to reimagine the big fat Indian wedding in the new normal, while delivering on: 1. Shaadi.com's brand purpose of bringing people together. 2. A boost in social media followers & conversations about Shaadi.com. 3. Garnering earned media coverage across print, online and TV. 4. Increase engagement on Shaadi.com's social media platform.

Describe the creative idea (30% of vote)

The big idea: Take the big fat Indian wedding online in the ‘new normal’ #WeddingsFromHome We launched #WeddingsFromHome on our social media accounts and created a dedicated wedding planner portal to help couples with their remote weddings. Through Instagram posts we redefined WFH as “Weddings From Home” and not “Work From Home”. And the made the process for #WddingsFromHome as simple as - “DM us your details” and the rest we’ll take care of! We captured the love stories of couples who used our platform in heartfelt videos These videos helped other young couples see how even in difficult circumstances, their fairy tales can come alive with Shaadi.com We promised our consumers a truly special, personalised wedding experience And delivered on it through customised wedding invitations, wedding-themed Zoom backgrounds. We also connected priests, make-up professionals, musicians, and even henna artists to the platform.

Describe the strategy (20% of vote)

The target audience for #WeddingsFromHome was young, tech savvy couples unable to get married because of Covid19 lockdowns. We created a dedicated portal to help couples plan their remote weddings, complete with invites, decorations and music. We also launched #WeddingsFromHome on our social media accounts – Instagram, Facebook, Twitter to get the conversation started. We wanted to get people excited about what we had in store from them – A wonderful wedding experience even in the middle of a pandemic The novelty and relevance of the campaign in the pandemic made #WeddingsFromHome a ‘must carry’ story for news media 147 news stories in India and several more from 10 countries around the world covered #WeddingsFromHome While covid19 lockdowns around the world were at their worst, #WeddingsFromHome became an uplifting conversation everyone wanted to engage with

Describe the execution (20% of vote)

The concept of #WeddingFromHome made headlines as soon as the portal launched. Being the first and only of its kind, it generated earned media in unprecedented volumes. All leading Indian news channels covered the campaign like it was breaking news! Well known digital media platforms such a Brut went on to make statements like: “Great Indian Wedding 1- Pandemic 0” So just when people were starting to lose hopes about weddings in the extended lockdowns of 2020, our campaign came forward as a solution! The campaign ran for 8 weeks and we attracted organic press coverage worth over US$150,000 of ad value, with global media for Shaadi.com surpassing US$140m.

List the results (30% of vote)

#WeddingsFromHome made headlines in India and 10 other countries As 147 stories across print, online platforms, TV , radio and social media covered #WeddingsFromHome in India, along with news media in 10 other countries National news stories about #WeddingsFromHome reached 468 Million and International outlets reached 14 Million overseas. As big names like BBC, Mint, Economic Times, CNN covered the campaign. The brand engagement for Shaadi.com grew by 300% on Facebook, the most popular social platform in India The high visibility of #WeddingsFromHome meant our core TG — couples looking to get married, started engaging with the brand again on social platforms, after a dip due to the Coid19 lockdown. Shaadi.com delivered on its promise of bringing people together by offering a remote wedding planning service #WeddingsFromHome

Please tell us how disruption in your market place inspired the work

Shaadi.com delivered on its promise of bringing people together by offering a remote wedding planning service #WeddingsFromHome The platform created a player and market where there was none. Taking the unorganised wedding market by the horns and invented a new platform altogether that created a new category, industry and market. #WeddingsFromHome made sure couples could experience their wedding just like the traditional, grand Indian wedding — even during the lockdown

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