KYOORIUS ADVERTISING AWARDS - Direct (Targeted Video)

Pehle Padhai Phir Shaadi - BharatMatrimony - BharatMatrimony JPG
Pehle Padhai Phir Shaadi - BharatMatrimony - BharatMatrimony MP4 2m:00s

Pehle Padhai Phir Shaadi - BharatMatrimony
Client: BharatMatrimony
Entrant: Dentsu Creative Services (India)

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Pehle Padhai Phir Shaadi - BharatMatrimony - BharatMatrimony

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Entry Title: Pehle Padhai Phir Shaadi
Brand: BharatMatrimony
Client: BharatMatrimony
Entrant Company: Dentsu Creative Services (India)
Description: Jaisalmer has one of the lowest female literacy rate in India. Here, parents were choosing marriage over education for generations of girls.

BharatMatrimony, a brand that makes marriages happen, for once decided to take a stand against it.

Such an unpopular task needed a popular celebrity. So, we launched the World’s Biggest Social Experiment with videos starring M.S. Dhoni inviting the whole Jaisalmer to participate and give their daughters a choice between marriage and education. (https://bit.ly/3KcQpju and https://bit.ly/3pdMyuL).

These videos were targeted to BharatMatrimony’s registered user base, look-alike cohorts, and also other matrimonial sites’ users through Google’s custom-affinity audience – all from Jaisalmer.

Many responded. Most chose marriage, as expected. However, 8 girls went against the norm, choosing education. To conclude, the walls of their houses were painted with a new form of age-old Wedding Art - the Education Art.

SMS Received:427
SMS Interactions:1183
Parents Reached:309
Video Views:12.71M
Reach:34.13M
Earned Media:₹9.26M
Company Credits: Dentsu Creative India
Individual Credits: Heeru Dingra - CEO, isobar Group
Individual Credits: Ajay Gahlaut - Group CCO, Dentsu Creative India
Individual Credits: Sidharth Rao - CEO, Dentsu McGarryBowen
Individual Credits: Rahul Vengalil - Managing Partner, isobar India
Individual Credits: Aalap Desai - CCO, isobar India & Taproot Dentsu
Individual Credits: Gurbaksh Singh - Chief Innovation Officer, Dentsu Creative India
Individual Credits: Pragati Rana - Sr. Vice President, Strategy, isobar India
Individual Credits: Anadi Sah - Executive Creative Director, isobar India
Individual Credits: Rohit Varghese - Sr. Director - Client Servicing, isobar India
Individual Credits: Vibhor Yadav - Sr. Creative Director, isobar India
Individual Credits: Taj Ali - National Films Head, isobar India
Individual Credits: Nitish Sarkar - Digital Production Head, isobar India
Individual Credits: Disha Bhattacharya- Group Manager - Brand Strategy, Dentsu India
Individual Credits: Account Management Team - Vidya Sankar, Priya CM, Juhi Chaudhary, Supraja Pradeep
Individual Credits: Direction Team- Yash Danak, Priyal Tripathi
Individual Credits: Production Team - Rakesh Bairwa and Chitiz Shandilya
Individual Credits: Creative Team - Sukesh Kumar, Shipra Bhatnagar, Anirudh Venugopal, Rohan Raj, Jatin Wadhwa, Anita Kandpal
Individual Credits: Video Team - Rahul Aggarwal
Individual Credits: Rahul Kumar - Senior Lead Developer, isobar India
Individual Credits: Tabeenah Anjum Qureshi- Media Coordinator
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