Campaign India Team
Feb 23, 2022

BharatMatrimony and MS Dhoni urge girls to pick books over marital hooks

Watch the film conceptualised by Isobar here

BharatMatrimony has rolled out a campaign titled 'Pehle Padhai Phir Shaadi' (first studies, then marriage) featuring MS Dhoni, to empower girls to pick education over marriage.

 

Conceptualised by Isobar, the film encourages parents to inspire their daughters with the leeway to think, choose and take charge of their destiny. 

 

The film features Dhoni talking about how different houses in India have diverse art pieces and hand paintings. The film then showcases Dhoni talking about a particular art piece from Jaisalmer where the walls are painted to celebrate the start of every marriage union. Taking this tradition forward, Dhoni shares that BharatMatrimony would like to showcase the choice of a girl on the walls of their house with pride. The film then depicts an art piece with books illustrating how a girl's preference about her future and education should be honoured and celebrated. 

 

Murugavel Janakiraman, founder and CEO, Matrimony.com, said, “As a brand in the forefront of empowering women, BharatMatrimony is constantly trying to break new ground and change the social perspective about women, relationships and marriage. We believe #PehlePadhaiPhirShaadi will drive social change by encouraging girls to choose education first. Let’s not forget that educating a girl is like educating the family.”

 

Aalap Desai, national creative director, Isobar India, said, "When we saw the problem, the solution didn't call for a cutting-edge tech to be employed. Rather, simply asking parents to hand the decision to their daughters and celebrate it no matter what, was what the campaign called for. For us, Dhoni was the perfect spokesman to appeal to these parents. And that's exactly what we did."

 

 

Source:
Campaign India

Related Articles

Just Published

2 days ago

Verystar’s OmniCRM clinches Tech MVP for 2024

Tech MVP 2024 spotlights this year’s most valuable product, recognised for its game-changing impact on customer relationship management across APAC.

2 days ago

India's print ads thrive amid Diwali's spark

In the festival’s glow, print ads prove resilient, delivering impact and reach that digital alone can't replace.

2 days ago

Alphabet posts 15% revenue increase for Q3

Ad revenue for the quarter came in at $65.85 billion, up about 10.4% year over year.

2 days ago

Dazzle, sparkle, sell: Brands fire their creativity ...

Tradition and human values meet innovation in campaigns, as companies celebrate the festival of lights with consumers.