Family gatherings, wedding videos on social media, or the daily conversation with parents — the pressure to get hitched comes everywhere you go.
Just when you thought the Delhi Metro was a sanctuary of peace, it turns out that the trains too are now echoing with reminders to tie the knot. Courtesy: Jeevansathi.com
This Indian matrimonial platform has unleashed a quirky new marketing campaign that mimics the familiar audio announcements on the Violet line of the Delhi Metro.
As the wedding season approaches, the brand decided to add a little humour and relatability to the daily commute. In one of the viral clips, the announcement urges people to save their dance moves for their wedding baraat (procession), not the metro. Another video shows Jeevansathi playfully mocking single men struggling to find a seat on the metro, inviting them to “secure a seat” at the mandap (wedding altar) through the matrimonial app.
The metro is a goldmine for capturing attention. The commuters are often in a daze, mindlessly scrolling or engaged in idle chatter. A significant number are simply waiting for their stop, making them the perfect target for a bit of entertaining advertising.
It’s a clever strategy—once you’re on that train, there’s no escaping the message. You can’t skip the ad; you can’t run away either. You’re a captive audience, and Jeevansathi.com has seized this moment.
Marketing masterstrokes
The mastermind behind this marketing genius is Yamini Gupta, Vice President of Marketing at Jeevansathi.com. She is pulling rabbits out of the hat left and right, and one can only imagine what other surprises she has in store.
Previously, Gupta collaborated with popular comedians like Gaurav Kapoor and Ashish Solanki, seamlessly integrating the brand into their stand-up routines. Brand promotion through stand-up is a newly found arena, and Jeevansathi.com is the pioneer. Earlier this year, Zomato followed suit by organising a comedy roast on itself.
Let’s not forget the touching moment when singer-songwriter Jasleen Royal gatecrashed a wedding after being roped in by Jeevansathi.com, which made news.
Gupta’s creativity doesn’t stop at clever marketing stunts; her tagline for a recent campaign promoting the matchmaking app’s free chat feature—’Pehle jeevansathi se baat, phir jeevan bhar ka sath‘—is catchy and memorable, encapsulating the essence of the service.
Jeevansathi.com’s marketing tactics cannot be put in a box. They are utilising multiple platforms, subtly as well as out and loud, to reach its audience effectively.
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Creativity king
Staying ahead in the game is important, especially with fierce competition like Anupam Mittal’s Shaadi.com lurking in the background.
Mittal’s team has mastered the art of engaging with the Gen Z, collaborating with influencers and employing clever social media tactics to create a buzz with minimal effort and expense — their cheeky comments, alone, get them media coverage and put them on the trending charts.
As a bonus, their commercials are equally entertaining.
Take Shaadi.com’s recent campaign, ‘Red Flags Se Savdhaan,‘ which cleverly addresses the challenges of modern dating. By spotlighting the pitfalls of dating apps, it positions itself as the go-to “green flag” matchmaking platform.
Their engaging approach has garnered impressive traction on social media, racking up millions of views and comments. With over 34,000 more followers than Jeevansathi.com, Shaadi.com clearly has an edge in the Instagram arena, although Jeevansathi.com has been steadily catching up in recent years.
The new metro audio campaign by Jeevansathi.com marks a refreshing shift in their creative direction. They’re stepping away from the mundane, and moving toward a more sassy and unpredictable style that resonates with today’s audience.
Yet, one can’t help but ponder the cost of this newfound approach—after all, it does encroach upon the personal space of unsuspecting commuters.
Brand: Jeevansathi.com
Agency: In-house
(Edited by Aamaan Alam Khan)