Title | SHAADI WFH - WEDDINGS FROM HOME |
Brand | SHAADI.COM |
Product / Service | SHAADI.COM |
Category | G04. Social Behaviour |
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 |
When Covid19 lockdowns were at their worst, Indian couples were forced to postpone or even cancel their weddings That’s when Shaadi.com, India’s leading matchmaking service, stepped in… We made the impossible, possible, by taking the Big Fat Indian Wedding online And it wasn’t just a video call. The novelty and relevance of #WeddingsFromHome under lockdowns made it 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 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.
In the pandemic, 80% Indian couples chose to postpone their weddings (source : The KnotWorldWide survey, 2020) And Shaadi.com wanted to help these couples With the core purpose of bringing people together, Shaadi.com challenged the pandemic by doing the impossible... 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. We put on our wedding planner hat to make #WeddingsFromHome a reality We planned bespoke #WeddingsFromHome for our couples – complete with priests, digital decorations, customised invites and online bridal grooming sessions. And we captured the stories of couples who used our platform in heartfelt videos Couples who used the platform shared their wedding videos with us and we turned them into emotional and uplifting videos to share on our social channels
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 And we captured the love stories of couples who used our platform in heartfelt videos Couples who used the platform shared their wedding videos with us and we turned them into engaging, emotional and uplifting videos to share on our social channels We connected the couples to various media channels and invited media representatives to the online #WeddingsFromHome, even creating a memorable wedding video.
We kicked off our campaign by launching our wedding plan portal #WeddingsFromHome Social platforms helped spread the word among couples who’s wedding plans were affected by the lockdown 174 couples looking to get married online got in touch with us through Instagram DMs 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
#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.
Weddings in India are not just about the rituals, they’re a carnival for all to celebrate marked with various religious and cultural ceremonies. The scale, grandeur and importance of the mahurat (a carefully selected auspicious date) are what make an Indian wedding unique. In 2020, the pandemic was forcing couples to reluctantly postpone their weddings, which is considered a bad omen in Indian culture And a video call cannot match the grandeur of the Indian wedding that couples dream of We solved this problem by taking everything that makes an Indian wedding special online We made the impossible, possible by offering priests’ services, decorators, customised invites, festive zoom backgrounds and makeup and grooming services for the couple and their families through the #WeddingsFromHome portal. By rooting our disruptive innovation in the cultural insight around weddings in India, we reimagined the Big Fat Indian Wedding in the new normal.