Social Media Case Study - Shaadi.com - #FastForHer

Social Media + Public Relations Case Study

Shaadi.Com – Initiative on Karwa Chauth#FastForHer

Shaadi.com, the world's largest online matrimonial site was founded with one simple objective - to provide a superior matchmaking experience to Indians all over the world. The company pioneered online matrimonials when it launched in 1996 and continues to lead the exciting matrimony category after more than a decade. Shaadi.com has redefined the way people meet for marriage and has touched the lives of 3 crore (30 million) people all over the world and helped over 3.2 million people find their matches. Amongst many other awards Shaadi.com was recently recognized amongst the world's 50 Most Innovative Companies by Fast Company and received the Best Matrimonial Site - Reader's Choice Award by About.com. Read more here

FastForHer – About The Initiative• Shaadi.com business and vision lies in being a companion

for helping Indian men and women get married. • Being an Indian customer focused company, it is

important to honor the all traditions of marriages.• Karwa Chauth forms an integral part of most Indian

traditions where bride fasts until she sees moon for the bridegrooms' long life.

• Shaadi.com came with innovative strategy to connect with people, wherein bridegroom had to fast for bride on Karwa Chauth in support for her long life.

How the campaign was initiated

• The campaign was launched by founder of Anupam Mittal by PLEDGING on twitter, who then nominated Chetan Bhagat, the company’s brand ambassador to PLEDGE

• Chetan Bhagat in turn uploaded video on YouTube and twitter about his PLEDGE and nominated other Bollywood celeb husbands.

• This increased the viral factor of the campaign and got lot of Bollywood celebs. Even Abhishek Bachchan and Raj Kundra twitted about it.

Take the Pledge

Bollywood Celebrity Support

• Chetan Bhagat• Hiten Tejwani• Jay Bhanushali• Nani• Sulaiman Merchant• Raj Kundra

Launch of Micro Website

Analysis about CAMPAIGN• This campaign helped Shaadi.com for top of the mind recall, with

competition, this was need of the hour• Helped Shaadi.com to associate itself with post marriage

traditions (opens new avenues of services)• Generated huge amount of mileage online as well as offline,

which was a big achievement.• Getting bollywood celebrities involvement helped the campaign

to go VIRAL• Even different category brands were using the hashtag to promote

their offers, resulted in launch of new category of promotions. • Got huge response even in financial publications.

Point of View1. One of the most impressive campaigns on social media and

public relations in recent time. 2. In an era when most career oriented individuals don’t believe in

the institution of marriage and high divorce rates, this campaign has been a rejuvenator to enforce traditions and marriage

3. With husbands pledging #FastForHer, is it really helping build EQUALITY, between Men and Women in India?

4. A husband pledging to FAST for wife is actually helping HUSBAND to get sympathy and compassion in society.

5. Further the society expects wife to follow fasting and if the husband also fasts, then he becomes a hero, this actually has worked against the core aspect of the campaign which was EQUALITY

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Moses Gomes