Shaadi.com hands over the reins of wedding decision to women

The 'My conditions apply' campaign, conceptualised by JWT India, celebrates the modern Indian woman who makes her own life decisions

BestMediaInfo Bureau | Mumbai | September 22, 2015

Click on the image to watch the TVC.

Shaadi.com recently unveiled its brand new identity with a fresh look and a fresh promise. To communicate this evolved approach, Shaadi.com has rolled out a new TVC, which went on air on September 21, 2015.

Shaadi.com celebrates the modern Indian woman who is independent, progressive, career-oriented and makes her own life decisions. Shaadi.com understands her and has always stood with her, giving her the right to choose.

This TVC is an acknowledgement of her evolving confidence and the need to express herself while making such a crucial life decision. Since the category reflects society, where every three to five years a new generation of India's youth starts looking for life partners, to continue to evolve is fundamental.

Talking about the rationale behind the brand refresh, Aditya Save, Chief Marketing Officer, Shaadi.com, said, “Shaadi.com understands that over the last decade, the Indian woman has continued to evolve to be an even more multifaceted personality and confident in choices. We have always endeavoured to remain relevant in her partner search and this new communication is simply an expression of her search for compatibility in the journey of togetherness.”

Commenting on creative thought behind the new TVC, Tina Sachdev, VP, Creative Director, JWT India, said, “For girls we were speaking to, a marriage is more about the quality of the relationship rather than a need to follow tradition. It's a life decision she wants to have a say in. In most cases in our TG, her parents are supportive of her decisions. She isn't really a rebel, but the progressive girl next door. Hence, the idea evolved to 'my conditions apply'. It is a fresh territory for this category, and I think we've arrived at a visually potent execution which ties up the whole film and mirrors the girl's world.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Shaadi.com

Creative agency: J. Walter Thompson

Production House: Perfect 10 Films

Directed by: Raylin Valles

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