Anupam Mittal's New Shaadi.com Ad Challenges Dating Apps

The founder of Shaadi.com, Anupam Mittal, who also appears as a part-time shark on Sony’s Shark Tank, has made a cameo in his company’s latest ad, produced by independent creative agency Moonshot. This 38-second ad takes a jab at dating apps, highlighting their inefficacy in leading to committed relationships.

In the ad, Mittal advises a woman, whose partner of two years (whom she met on a dating app) flees after she mentions marriage, to avoid those who shy away from commitment. "Try Shaadi.com, find your green flag," he suggests.

Dating apps initially captivated the millennial generation, but both Gen Z and many millennials are now fatigued by them. Mittal, not a fan of dating apps, explained on the Finance With Sharan podcast why he hasn't invested in them: “Their revenues are not that big, and in India, it’s very lopsided. Women have too much to choose from, so a few guys get all the demand, while others drive women away with obnoxious messages. There’s no real money to be made… Most of our audience is millennials.”

Supporting this, Mumbai-based dating coach Pratik Jain was quoted in a December 2023 Mint article, stating that dating apps rarely lead to finding the right partner, whereas matrimonial sites provide more certainty about intentions

An NDTV report from May 2024 cited a Forbes Health survey showing 79% of Gen Z feeling fatigued by dating apps. The survey revealed that young people, especially Gen Z (79%) and Millennials (80%), experience higher levels of dating app fatigue compared to Gen X (77%) and Baby Boomers (70%).

Given this context, Shaadi.com’s increased advertising efforts are understandable, especially as dating apps like Bumble and Tinder have gained credibility through aggressive marketing in India. Recently, Mittal’s brand launched VIPshaadi.com, an elite personalized matchmaking service. This service handpicks profiles based on lifestyle, core values, and familial environment, arranging assured meetings. Television actor Ronit Roy starred in an ad promoting this new offering.

Mittal’s appearance in ads is not new. In 2022, he starred in a Shaadi.com ad reenacting the company's 20-year journey.