From Swipes to Snipes; Shaadi.com’s Red Flags Humor

In today's digital age, Gen Z is finding matches with a simple swipe on dating apps, questioning the traditional belief that 'matches are made in heaven.'

Shaadi.com, a prominent matchmaking platform, has rolled out a humorous new campaign, "Red Flags Se Savdhaan," poking fun at the types of people often encountered on dating apps.

The campaign highlights the prevalent commitment-phobic culture in dating apps, emphasizing the difficulties women face in finding truly committed partners.

A 35-second advert featuring Shaadi.com founder and Shark Tank India personality, Anupam Mittal, brings the campaign to life. Conceptualized by Moonshot, a creative agency renowned for its viral campaigns for brands like CRED, Lenskart, and Boldcare, the ad humorously tackles issues such as ghosting, situation-ships, and commitment phobia.

Adhish Zaveri, VP of Marketing at Shaadi.com, notes the significant pool of late millennials and early Gen Z individuals now seeking life partners. Unlike previous generations who found love through personal references or educational institutions, this group has embraced dating apps.

“The timing was perfect to modernize Shaadi.com for this generation,” Zaveri says. He argues that dating apps are designed to discourage commitment to retain users, whereas Shaadi.com focuses on finding committed life partners.

Zaveri, who has been with Shaadi.com since 2018, adds that the ad resonates with parents who have seen their children struggle with challenging relationships. On Shaadi.com, 80% of registrations are by singles, and 20% by parents.

The ad targets individuals who have experienced failures with dating apps, as well as those who have seen their friends struggle. “We are positioning ourselves against the anti-commitment trends of dating apps, advocating for genuine commitment and long-term relationships," Zaveri mentions.

Shaadi.com is not competing directly with dating apps like Tinder, Bumble, or Hinge, which target younger audiences (16-24 years). Shaadi.com's target group starts at 25 years old and is now closer to 30 years.

The advert depicts a couple on a date where the man's fear of commitment becomes evident, prompting him to escape. Anupam Mittal, seated nearby, advises the woman to avoid commitment phobes.

Mittal has featured in several campaigns for Shaadi.com, leveraging his recognition from Shark Tank India, where he has 1.8 million Instagram followers. Zaveri jokes that Mittal’s presence offers free celebrity mileage, associating a familiar face with Shaadi.com for users.

The campaign is primarily digital with supplementary TV ads targeting parents. The average sign-up age on the platform has shifted from 26 to 28 years, as individuals wait to achieve independence before marrying.

Internationally, Shaadi.com positions itself as a serious dating platform for individuals in India and South Asia, distinguishing itself from casual dating apps like Tinder and Bumble.

Expansion and VIP Services

Shaadi.com has seen substantial growth in the southern markets and tier 2 and 3 towns, where parental involvement in matchmaking is higher. The demand for NRI engineers and IT professionals is particularly strong in the South.

To cater to an elite audience, Shaadi.com has introduced VIP Shaadi.com, offering personalized matchmaking services with a dedicated consultant. This premium service, starting at Rs 39,999 quarterly, ensures quality matches and meetings, appealing primarily to parents.

Zaveri emphasizes the service's focus on privacy, appealing to affluent users who prefer discretion.

With this campaign and the introduction of VIP services, Shaadi.com continues to adapt and expand its reach, addressing the evolving needs of modern singles and their families.