Digital engagement campaign for BharatMatrimony in partnership with WebChutney
BharatMatrimony, the world’s first and largest matrimonial website, launched a unique online initiative, titled “Biwi Ho Toh Aisi” (BHTA) in partnership with WebChutney targeted at unmarried men in search of their perfect soul mate
BHTA is a simple yet extremely engaging concept where users can come and choose their “virtual wife” from a list of characters that closely resemble dynamic real-life personalities. The BHTA website, biwihotohaisi.com, offers their audience a unique opportunity to get a taste of what it’s like to be married.
Commenting on the launch, Mr. Murugavel Janakiraman, Founder and CEO, BharatMatrimony, said: “As part of our constant effort to innovate the way systematic matrimonial searches are made, BHTA offers individuals a flavor of married life whilst allowing them to relax from the busy work schedule as they get a partner to share their normal day-to-day routine. It is a different take on traditional methods to allow you to make an informed choice.”
Sidharth Rao, CEO and Co-founder, Webchutney, said “In our endeavour to remain at the forefront of delivering inimitable digital experiences, we are thrilled to partner with a like-minded market leader. Digital platforms are a hotbed of innovation and creative user-engagement today. The BHTA application is a perfect evolution and a natural extension for an online brand like Bharat Matrimony with its refreshing, exciting and highly addictive user- experience, compelling users to discover what they might be missing and interact with the brand at the same time.”
Upon logging into the system with a special code, an individual embarks on a voyage of personal interaction that revolves around his daily life in five easy steps. On the website, men can select their ‘virtual wife’ from a list, each of whom have a unique character and style of speaking and this gives the user an actual feel of being married to her, while bringing humour and comic relief to his routine and at times mundane daily habits. The interactions with the virtual wife happen through a simple reminder service that the user subscribes for on his mobile phone. From loving reminders to eat lunch or breakfast to filling you in on the latest soaps or gossip, or simply for that romantic just-like-that call, the virtual wife is always there for her “husband”.
Nishi Kant, Creative Director, Webchutney said "One of the nice things about being married is having someone to help you keep track of the important stuff in your life and that's what we wanted to demonstrate - in a fun way that men could easily relate to - through the reminder service"
India has over 100 matrimonial websites, with a projected growth rate of 120 per cent. With over 20 million registered users, BharatMatrimony has successfully completed 13 years in the field of online matrimony. BharatMatrimony has also gained phenomenal recognition in the online industry as being one of the most innovative companies in the world and has topped the charts both in the India Online Matrimony category & NRI Online Matrimony category. A consistent success rate in getting people together in marriage has kept BharatMatrimony ahead of all competition. BharatMatrimony has an unbeatable record number of success stories to its credit till date
“The fact that BHTA is a first of its kind is a matter of great pride to our team and a standing testimony to our creative efforts, of ensuring the right soul mate for our clients. Instead of a random pursuit through some distant relative, you can be systematic and get exactly the kind of person you want,” Mr Janakiraman added.
