Q] What inspired the launch of VIP Shaadi.com and how does it differ from your regular services?
VIP Shaadi.com caters specifically to an affluent audience, which is reflected in its pricing and unique service model. Unlike Shaadi.com, where users manage their profiles independently, VIP Shaadi offers a personalised experience with dedicated VIP consultants acting as matchmakers. These consultants, often from hospitality backgrounds, are highly qualified and trained to curate profiles tailored to individual preferences. The personalised service addresses challenges in finding time to curate matches. VIP consultants assist in match curation and arranging meetings for mutual interests. This hands-on approach includes a commitment to ensure that members experience several meetings during their membership, contributing to significantly higher success rates when compared to standard services on Shaadi.com. Investing in VIP Shaadi.com enhances the process of matchmaking and leverages consultant expertise to tailor matches effectively.
Q] How did you decide on Ronit Roy as the face of this campaign, and what impact do you expect his involvement to have?
Unlike Shaadi.com, which caters to a broad base of singles, VIP Shaadi.com is tailored to be parent-friendly. Many parents appreciate VIP Shaadi.com for its human touch and enhanced service offerings. Ronit Roy was chosen as the face of the campaign due to his popularity as a father figure and heartthrob from the 90s television era. His roles, including Mihir Virani’s second version and Mr. Bajaj, resonate deeply with parents, aligning well with the campaign’s target audience. His off-screen persona as a loving father further enhances his appeal and authenticity in promoting VIP Shaadi.com’s services.
Q] What was the creative concept behind the TVC? What key messages are you aiming to convey?
Our in-house creative team began by analysing current user behaviours. Today, many modern individuals, particularly women, often find themselves at odds with their parents regarding marriage. While they may not be ready for marriage, parental pressures persist, causing tensions over potential matches. Upon recognising this disconnect, we aimed to portray this scenario positively through a charming narrative. The film focuses on three key selling points – first, by subtly promising assured meetings; second, emphasising a higher success rate; and finally, by underscoring the expertise of our consultants.
Q] In this highly competitive matchmaking industry, what are the strategies of Shaadi.com to stay ahead of the curve?
Our approach is on deep consumer engagement and a thorough understanding of macro-level trends to shape our market strategy. We maintain frequent contact with consumers, meeting their needs by addressing barriers to joining Shaadi.com through product, marketing, and pricing innovations. Our focus on consumer needs distinguishes us. Moreover, we understand India’s diverse cultural landscape, where regional and linguistic preferences strongly influence matchmaking. Quality remains paramount, with significant investments in high-quality services and robust member data. But one must remember that efficiency in marketing is crucial, given the short duration users spend on our platform when seeking a life partner. This focus on efficiency allows us to continually attract new profiles and members, sustaining our competitive edge in the industry.
Q] How do you see trends in online matchmaking evolving over the next five years, and how is Shaadi.com preparing for these changes?
We’ve witnessed a significant rise in individual sign-ups on our platform with fewer parental registrations. As more individuals with dating experience transition into matchmaking, we anticipate a growing trend towards self-driven matchmaking. Currently, 80% of our members create their profiles independently, which is expected to rise. There’s also been a shift in age demographics over the past five years, with the average age of new sign-ups around 28 years, reflecting a trend where people prioritize their careers and personal preferences before seeking a life partner. We’re also noticing that more women prefer not to relocate from cities where they’ve established careers. This trend underscores their desire to maintain stability and independence.
Q] With the rise of niche matchmaking services, how does Shaadi.com ensure it caters to diverse communities and preferences?
Shaadi.com comprises a diverse ecosystem with 40-50 specialised apps on the Play Store, including MarathiShaadi.com, PunjabiShaadi.com, and GujaratiShaadi.com. Each caters to specific communities. Unlike treating Shaadi.com as a singular brand, our strategy involves separate marketing entities for Hindi, Punjabi, Marathi, Bengali, and other markets, acknowledging the unique nuances in each region.
For instance, preferences vary widely – in the Northern states like UP, Bihar, and Delhi, individuals prefer matches with backgrounds in government services or prestigious roles like IPS, and IAS officers. In contrast, the Andhra Telugu market might favour US-based engineers, Gujarat values businessmen, and the Eastern regions prefer art and culture. Our matchmaking philosophy centres on desirability, understanding and catering to these diverse preferences. Shaadi.com is a conglomerate of brands tailored to different demographics and regions, including specialised services like VIP Shaadi and Select Shaadi for affluent clients. These services offer distinct pricing, personalised approaches, and high-quality advisory support, exemplifying our commitment to serving niche communities effectively.
Q] Please give us some insights into the user demographics of Shaadi.com, and how they have evolved over the years.
Today, people take more time to prioritize their careers before seeking a life partner, while still seeking implicit parental approval due to cultural norms. This contrasts with the past where parents played a dominant role in matchmaking decisions. There’s also a declining preference for NRIs, reflecting a broader trend of desiring partners rooted in local opportunities and lifestyles. Additionally, men and women without meaningful employment are perceived as less desirable today. This marks a shift where men, traditionally expected to be employed, now are seeking partners with established careers and identities. Notably, there’s a growing influx of entrepreneurs and startup founders on the platform, previously seen as less desirable but now highly sought after due to increased funding and entrepreneurial discourse. Titles such as entrepreneur, businessman, or founder are gaining prominence over traditional job roles.
PROFILE
Adhish Zaveri is the Vice President -Marketing at Shaadi.com. He is responsible for leading the marketing function for the company. He brings with him over 13 years of experience in marketing & brand development with a proven track record of scaling businesses profitably and sustainably. Prior to Shaadi.com, Zaveri worked with companies like HDFC Life, Dr. Reddy’s, and Aditya Birla Group.
ABOUT THE BRAND
Shaadi.com is an online matchmaking site and is a flagship brand of People Interactive(I) Pvt Ltd. The company was a pioneer in online matchmaking when it started operations in 1996 and continues to make long-lasting and fruitful alliances even after more than two decades in the industry.
FACTS
Creative Agency: In house
Digital Agency: In house
Media Agency: Madison World
PR Agency: The Other Circle
