Title | SHAADI WFH - WEDDINGS FROM HOME |
Brand | SHAADI.COM |
Product / Service | SHAADI.COM |
Category | C08. Market Disruption |
Entrant | LEO BURNETT INDIA Mumbai, INDIA |
Idea Creation | LEO BURNETT INDIA Mumbai, INDIA |
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 |
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.
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.
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
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.
#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
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