An assignment on a subject called Brand Management. we have analysed the ad of Bharat Matrimony and then made the story board and find out the consumer insights.

1. By: Group 2
Ashu Kadian
Bibek Panigrahi
Harshit Gupta
Raj Verma
Sneha Yadav
Tanay Tripathi

2. SEGMENTATION,TARGETING &
POSITIONING
>DEMOGRAPHIC –Age group
19-35,forms the largest base.
GEOGRAPHIC- 15 seperate
websites.
BEHAVIOURAL- First time
users,Divorcee.
PSYCHOGRAPHIC- Able to
search by religion, caste etc.
 90% in the age group
21-35.
 Religion Matrimonial.
 Exclusive matrimonial
sites.
 Parents looking for a
match for their
children.
Only portal to provide
Verified
profiles,Verification
services, 15 region
specific portals, free
horoscope generation in
9 languages, real time
horoscope matching in 6
languages,multi-lingual
interface, matrimony
reference.

4. Comparison with Other matrimonial site ad
MERCURY
Mercury is the closest
planet to the Sun
SATURN
Jupiter is a gas giant
and the biggest planet

5. Consumer Insight
Articulated simply
as ‘Find someone
who cares for
what you love’
Question -Why
marriages fail
and succeed
Observed two
broad trends
Marriages that begin
with lot of love falling
apart
Those that don’t
have any to begin
with, seeming to
blossom beautifully
Learnings– There
seems to be more
to a happy marriage
than just the clichéd
notion of love.
It’s about
empathizing with
and appreciating
your partner’s
passions and
beliefs.

6. Storyboard
Dinner time with
parents
Change of expression
with flute music
Mother is concerned
over daughter-in-law
Sudha’s absence
Father raises concern
over necessity of
Sudha to work
Sudha’s husband gives
a reply in favour of
Sudha.
Sudha Enters and
eavesdrops a private
conversation
Bharat matrimony
for Happy
marriages
Husband replies in
calm manner
Sudha’s flashback of
modifying BM profile
Sudha enters the room
and her husband
serves her food

7. Campaign- Career Choice
1 2 3
Connect with Youth
by highlighting the
importance of
career
Breaking Stereotype
by showing man having
dinner with his parents
and not waiting for his
wife to serve dinner
Highlighting
women’s right to
follow her dreams

9. Elements of the Ad
Music
Light Flute
Music
Symbolizing
Kindness
Camera
1. Eye and
shoulder level
shots
2. Close-up
Editing Style
1. Smash cut
2. Standard Cut
3. Jump cut
4. Montage cut
Producers
storyboard
– 10 steps
Casting
No popular face
initially
Colours Used
All characters
wearing light colors,
the main focus
wearing red color.

10. Viewers Response

12. "Although today youngsters are moving towards the online medium, experts at Matrimony still think that TV is the most impactful and
credible medium in the country. Even in this digital age, 80% of Matrimony.com's budget is spent on TV advertisement".

13. Branding
The ads have been made around families and
couples from a normal middle-class
household.
These include people with different
aspirations like independent woman, a
mother in search of the right bride or a father
in search of a good groom.
Videography
The plots have been different however with a
common notion that a good partner can make things
easier and is actually needed to share things.
These things range from load, care and happiness as
well.
Plot of film
Advertisement Analysis
Right from the first advertisement Bharat
Matrimony has given a hint and texture of
compassion.
It tends to leave the audience with a feeling of
happiness.
It has branded itself as a site (platform) for all. It has
tried to erase a taboo which people had about
matrimony sites that people who use such sites are
the ones who have difficulty getting a partner
otherwise.

15. Advertisement
consistency
2009
Find your soulmate who is
global in thought and Indian
at Heart with unique cultural
portals | The world’s most
successful matrimony portal.
2011
Marriages are
forever
2013
Social Message for
supporting life partner with a
voiceover “we connect you
with a partner who
understands you better”
2015
Two ads – “ Lakho me ek “
and “Traditional Dancer “
with a voiceover we connect
you with a partner who
understands you better
2017
Assisted Services for
parents to help them find a
right match for their boy/girl
over telephone
2018
A girl visualizing her ideal
and supporting life partner |
Featured M S Dhoni with a
social campaign ad saying
“Find your equal”

17. Please contact
us to get your
right match