ABP Matrimony and FPS came together in the month of February for the penultimate time to talk about the launch. Presenting the 5th pitch.

1. ABP Matrimony: Planning the launch

2. Coming up
I – Logo options
II – Roadmap
III – Concept cards
IV – Offline – Online executions
V – Exploiting New Media

3. Logos…
‘coz a logo is worth a 1000 word!

7. Building the roadmap

8. Designing a burst campaign
Phase-1
7th May – 6th June
The phase where we are building up towards collecting relevant profile.
Nothing will be revealed here.
We will be raising a basic question regarding the age-old practice of verifying the would-be bride
or groom.
The objective is to generate curiosity among the TG
Phase-2a.
7th June – 30th June
We are entering the data-collection phase where we would be going to the relevant audience.
The objective would be to create a considerable size of database for the launch.
A landing page will only reveal some of the product features and capture the sought after
database.
Phase-2b.
1st July onwards
The final lap, we would be talking directly to the audience, introducing the platform.
This is where people will have to complete their profile and verification to avail the tangible
benefits. At this phase people explore the whole product.

9. Concept Card options

10. Phase-1: Teaser
Just as we discussed, this is the phase where we allow our desired audience to taste the tip of the iceberg.
The logic?
We all experience such characters who act as Conscience when it comes to a marriage. They give us reminders on why
verification is important in case of a marriage.

15. Offline executions: Tracking the key areas
Radio
Call Centre Data acquisition
Activations:
Saree shop
Jewellery shop
Marriage halls
CCD

16. Offline teaser communication in a saree shop

17. Offline teaser communication
in a jewellery shop

18. Offline teaser communication
in a saree shop

19. Doodle book in CCD
Image representative sample.

20. Online executions
Social Media innovation
Digital media innovation
Emailer (provided we are given a proper database)

21. facebook ad

22. facebook ad

23. Roadblock on ABP-network websites

24. Roadblock on ABP-network websites

25. Countdown creative: FB cover

26. Countdown creative: FB cover

30. Entering the database-collection phase

31. Phase-2a.
The second phase is where we are really giving a taste of the blood. We shall prepare to go on
assault mode from this point.
Slow but steady movements across both the worlds is what we are aiming at.
We have thus divided it into two distinct phases: 2a and 2b.

36. Offline executions
Press
OOH
Radio
PR
Serial integration
Call Centre Data acquisition
Direct
Activation (Restaurant, Saree Shop, Jewellery shop, Marriage Halls, Astrology centre, Caterer, Salon)

37. This phase sees the revelation of the platform and
wi-fi marketing for a special push.

38. This phase sees the revelation of the
platform and wi-fi marketing for a special
push.

40. PR plan
Outlet Topic
Patrika Love in arranged marriage
Patrika Expert + Celeb speak on Arranged
marriage and expectations
Bishoy Ashoy Plan right before your marriage
Robibasoriyo Biyer Ekal-Shekal
Hawabodol Honeymoon Chorcha
All the stories in ABP would be presented by Vivah.
It would be an advertorial / native ad format in its approach.

41. Serial integration
We consider TV serials as a strong vehicle while reaching out to the potential TG.
We will target the following:
Bodhuboron – Star Jalsha
Jani Dekha Hobe – Star Jalsha
Rashi – Zee TV
Rai Kishori – Zee TV
Hoito Tomari Jonyo – Etv Bangla
Modus:
a. We will collaborate at the script-level regarding the product.
b. The 1st ad at the break will be blocked for our matrimony service.
The popular face of the serial would be used to talk about the service.
c. The same stars can be taken to the ROB towns for a further push of the product, once we have seen
the initial reaction post-launch.

42. Online executions
Landing page
SEO
PPC
GDN
Social media innovation
Digital media innovation
E mail
YouTube
Re targeting
PR
E commerce tie up
day to day conversation

43. A visual execution of the landing page

46. Keyword research: SEO & PPC purpose
Keyword / Key-phrase Monthly Search Volume Competition
shaadi 246000 low
matrimony 60500 high
bengali matrimony 49500 low
matrimony sites 12100 high
best matrimony sites in india 50 high
indian matrimony sites 800 high
matrimony profiles 90 high
trusted matrimony sites 00 no competition
authentic matrimony sites 00 no competition
The above table showcases the fact that keywords with low MSV and high competition are the exact keywords
for which we would be fighting for.
The keywords with high MSV and low comp will be used for both general SEO and PPC campaigns.

47. Keyword segmentation
Basic SEO including article marketing & PR marketing:
Keywords to be used –
a. shaadi
b. matrimony
c. best matrimony sites
d. bengali matrimony
PPC:
Keywords to be used:
a. best matrimony sites in india
b. indian matrimony sites
c. matrimony
d. authentic matrimony sites
e. trusted matrimony sites
In addition to these, the basic SEO keywords would be used for support.

48. Negative keywords
There are people who tend to use matrimony service platforms for hook-ups and dating.
Words such as cupid, date, dating etc. are used for searching these sites.
Also, matrimony players use these keywords to draw traffic to their sites.
We will take extra measure in using the negative keywords to safely filter out these traffic, which
are irrelevant and not needed.
This will in turn, save cost from the brand’s POV by reducing unnecessary clicks and impressions.

49. GDN
We would be treading a measured path when it comes to GDN.
We would be running ads of the following sizes:
728x90, 300x250, 336x280, 468x60, 300x600, 120x300, 160x300, 250x250
Out of all these sizes, the first 3 are the best-serving ads.
However, since all websites do not offer the same real-estate, we will use so many options in
order to capture maximum eyeballs.
We will also be using native ads but in a restrained fashion.

50. Creative will change as per the phase.

51. Digital & Social Media innovations
Digital media innovations like GDN, roadblocks et al. will be kept in tact.
The visual communication will change accordingly.
On FB, targeted ads will continue to run as scheduled.
We intend to continue the profile opening process till the full site is open in front of the users.

52. Fuelling-up complete: Time for launch

53. Phase-2b.
The last and final lap of the race, we will go full throttle from this point onwards.
First up, we launch the TVC.

55. Offline executions
Apart from the TVC, we will start rolling out the revised visual communications with a changed
CTA.

60. Online executions
Website
Landing page
SEO
PPC
GDN
Social innovation
Online innovation
E-mail
YouTube
Re-targeting
PR
E-commerce tie up

64. PR plan
Outlet Topic
Dokkhiner Korcha Ghotok na Matrimony?
Uttorer Korcha Haatey Pnaji na Haatey Mouse?
t2 Designer wedding concepts
Sananda Table manners
Prostuti Love naki Arranged marriage? Gen Y’er mukhe
All the stories in ABP would be presented by Vivah.
It would be an advertorial / native ad format in its approach.

65. Utilising Branded-Content at this point of time

66. Ideas
1. An audio drama with Radio Mirchi / BIG FM as the partner radio
station.
With audio-drama content consumption on a rise, people are open to
good content with good production.
We propose an audio-drama where a journey of two individuals will be
portrayed.
The language / context / tone of the entire series would be in the tune
of a Chetan Bhagat book, young, vibrant yet appealing.

67. Ideas
2. Marriage-songs + a married Celebrity + a listener + phone-in
options = XXXXXX
The show proposes to play only marriage songs, centre around the
theme of marriage, share tips, tricks and trivia on marriage, gossip
with the married celeb and also take in phone calls from audience
across the state.
The ideal partner would again be Mirchi or BIG FM.

68. Ideas
3. Instagram and Bengali marriages: time to combine both
We intend to get an Instagram influencer on board, collaborate with
him / her and document the color-sight-sound of Bengali
marriages.
Example below.

69. Ideas
4. Bachelor / Bachelorette of the month
This idea proposed the fact that we cover the back story of 1 male and
1 female portfolio every month and share their journey till date.
These back stories will provide an additional glimpse into their lives,
thus allowing the viewers to know them better.

70. Ideas
5. Branded Tattwo
A tattwo is the first token of gratitude from the groom’s house to the
bride’s house.
ABP can easily join this brand-wagon and prominently reach out to the
desired audience with their intended message.

71. Ideas
6. Last, but not the least, Celebrity wedding-crashers.
Nothing works like some star gazing works.
We can always do a celebrity Bashor ghor where we can further explore
and exploit the TV serial tie-up format.