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  • Best Father’s Day Ad Campaigns That Nailed Emotion and Creativity

    Our fathers are the rock upon which we can put our faith. They are constant in their support and will always be there for us. They encourage us to keep going even when things are tough, and they are the wind beneath our wings. Dads love us even when we can’t see it, and they make sure we have all we need. The people who help us achieve our goals in life are often our dads. Our dads have been our biggest advocates from the time they taught us to ride bikes as children until now, when we’re adults, when we pursue our goals and ambitions. Fathers deserve recognition all year round for being there for their children through thick and thin, believing in them and their abilities, and helping them attain their full potential. We honour our fathers and everything they do for us each year on Father’s Day.

    Several brands realising the importance of this day, have put their creative minds to work and crafted some of the most thoughtful commercials to make Father’s Day more special:

    Zomato’s Father’s Day Ad Celebrates the Unsung Multi-Tasker – Dad
    Apollo Tyres
    Hero Lectro
    Hisense India
    IFFALCON
    Pizza Hut
    Upstox
    Kotak Mahindra Life Insurance
    Zepto
    Bharat Matrimony
    Dove Men+Care
    Edelweiss Mutual Fund
    Godrej Group
    HDFC
    Himalaya Babycare
    Licious
    Poonawalla Fincorp
    Narayana Group
    SBI Life

    Zomato’s Father’s Day Ad Celebrates the Unsung Multi-Tasker – Dad

    Zomato has released a heartwarming Father’s Day campaign that beautifully captures the silent strength and support fathers offer through every stage of life. The ad traces the journey from childhood to adulthood, showing how fathers are always present, whether it’s dropping you off, staying up at night, or simply being a comforting presence.

    Adding a quirky twist, the film cleverly compares the roles fathers play to popular modern services. He’s our very own Uber, always ready to drive us; our Spotify, singing lullabies late at night; our personal event planner, just like Zomato District; our reliable news update, like Inshorts; and even our human Truecaller, always picking up the landline. And when the child casually mentions mangoes, he brings them home by evening, just like Blinkit.



    Apollo Tyres

    Apollo Tyres – Father’s Day Campaign

    Apollo Tyres celebrated Father’s Day in 2024 with a heartfelt and warming ad highlighting how fathers navigate life with love and resilience. But the ad has a little twist. It is not talking about a bond between father and child, but between an owner and his pet dog. The narrative captured here showcases that parental bonds can be between animals and humans, just as the present generations see their pets as their children. 

    Hero Lectro

    Hero Lectro showcased that the greatest Father’s Day gift is not an expensive watch or a car, but rather the moments we share. The ad showcases an emotional journey where fathers play a constant supportive role, from teaching us to walk to riding our first bicycle. They are not just teachers and mentors, but also companions and friends who provide wisdom and insights as we grow up. 

    Hisense India

    Hisense India - Father's Day Campaign
    Hisense India – Father’s Day Campaign

    Hisense India created a Father’s Day campaign that not only highlighted the bond between fathers and children but also the multiple roles they play in our lives. The brand made its campaign interactive by asking users to send photos of their MVP, their dad with Hisense. This campaign was to show that dads are always there for us and support us no matter what we do. 

    IFFALCON

    IFFALCON had one of the most quirky and relatable Father’s Day campaigns. It highlights how fathers take hours to make a decision, as they pay attention to every detail, whether it’s choosing a TV or picking the next family vacation. They always want what is best for their family, and will take the time and energy to choose one that not only suits everyone’s needs but also their budget. The brand demonstrates the extent to which fathers are invested in purchasing to keep their families happy. 

    Pizza Hut

    Pizza Hut – Father’s Day Campaign

    Fathers are not always able to openly express their love and affection. But we all know that it’s there. Pizza Hut’s Father’s Day campaign is a take on that where a son wishes his father on his special day and agrees to foot the bill for a pizza party together. All his father does is share a thumbs-up emoji, but lost is the sweet and loving smile that the father gives, beaming with pride. 

    Upstox

    Upstox – Father’s Day Campaign

    Upstox financial investment brand celebrated Father’s Day with its #FirstFinancialAdvisor campaign. It shows a video of conversations between fathers and their children from childhood drama to adulthood problem-solving. But it highlights simple money-saving lessons to supportive, dynamic guides. Fathers are our first personal growth and financial educators who influence our lives and teach us how to make the right decisions, especially when it comes to finances. 

    Kotak Mahindra Life Insurance

    Kotak Mahindra Life Insurance – Father’s Day Campaign

    In 2024, Kotak Mahindra launched a digital film featuring their brand ambassador, Rajkummar Rao. It pays tribute to the essence of a father’s love and inspiration in one’s life. While a father’s love is often perceived as tough, they stand by you in every phase of life. Rajkummar Rao talks about his moments with his father and celebrates him as his first hero. 

    Zepto

    Zepto – Father’s Day Campaign

    Zepto celebrated Father’s Day with its #JustSayIt campaign that openly encouraged people to express their love and appreciation for their fathers. The campaign was a touching video that played across multiple platforms and encouraged its audience with teasers and interactive content. The idea was simple: just make sure that your father knows just how much you love and cherish him on his special day.   

      

    Bharat Matrimony

    Bharat Matrimony – Father’s Day Campaign

    Last year, Bharat Matrimony aired an advertisement for Father’s Day that brilliantly depicted the love between a father and daughter while also apologizing to all fathers. The idea for the commercial came from the observation that dads miss their daughters when they grow up, even though they want them to get married.

    It captures images of heartbroken dads during the ‘bidaai’ ceremony when the bride gets ready to move in with her new family after saying a sad goodbye to her parents.

    Some dads put up a strong front to control their emotions, while others flash a proud, teary smile. At the conclusion of the film, BharatMatrimony issues an “apology” for matching daughters with suitable life partners and for causing this heartbreaking separation.

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    Dove Men+Care

    Dove Men+Care #CongratsItsADad Campaign
    Dove Men+Care – Father’s Day Campaign

    Dove Men+Care announced the debut of their #CongratsItsADad campaign in 2023, which honors fathers and the moment they become the first guardians of their children, on Father’s Day. The initiative’s execution showcased a remarkable level of agility, aligning with the brand’s continued dedication to acknowledging the life-changing impact of care. #CongratsItsADad is all about the dads who got the best Father’s Day present ever: a baby.

    The campaign included photos of new parents and encouraged everyone to recognize the care that dads and father figures provide in their lives. Dove Men+Care wasted no time turning the birthing photographs sent in by families and photographers around the nation into outdoor digital billboards. On the same day, they went up in more than 1,600 spots around New York City, including Penn Plaza and Times Square.

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    Edelweiss Mutual Fund

    Edelweiss Mutual Fund – Father’s Day Campaign

    Edelweiss Mutual Fund has released a digital film called “Chhoti chhoti kishton ne, Seench liya aaj rishton ko” in celebration of Father’s Day.

    The digital film’s goal is to make a strong point about enabling dads to live independently and with purpose in retirement while capturing the unique link between a grandpa and his grandchild.

    In the video, it was shown a middle-class family on a summer vacation to the village to stay with the boy’s grandpa. The boy is five years old. As they get ready to depart, the pair touches the old man’s feet in a traditional gesture to request his blessings. As the little boy clings to his grandpa, a touching scene unfolds.

    In a touching turn of events, the old guy politely turns down the couple’s small financial gift and instead surprises them by giving their son a larger sum of money along with some sincere wishes. As they watch this act of kindness develop, the couple is profoundly affected by the range of feelings they are experiencing. A catchy melody enhances the scene’s emotional effect as it plays in the background of the film.

    Godrej Group

    Godrej Group – Father’s Day Campaign

    A heartwarming recipe that pays tribute to fathers across the world is part of Godrej Group’s #PerfectForDadRecipe, an inspiring Father’s Day campaign. The campaign dives into deep contemplation and is sure to provoke thought. Highlighting a father’s important contributions in the kitchen, #PerfectForDadRecipe encourages diversity in new-age parenting while shattering biases and addressing stereotypes connected with parental roles. An exclusive Father’s Day dish called “The Misunderstood Dad Platter” is showcased in the advertising, which incorporates Godrej products.

    Advocating for a shift in consumer mindset away from traditional gender stereotypes, the #PerfectforDadRecipe campaign highlights the equal abilities of fathers and mothers in the home and the role of parents. Godrej Group’s Corporate Brand & Communications team and Creativeland Asia came up with the idea for #PerfectforDadRecipe to highlight the importance of fathers in raising children and making the house a home. Featuring Godrej items and a father in the kitchen, the ad taps into the many feelings and societal expectations around fatherhood.

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    HDFC

    HDFC – Father’s Day Campaign

    The Father’s Day advertisement by HDFC Mutual Fund stresses the value of starting early and how even modest investments now may pay off handsomely later. Many fathers instill in their children the values of saving for the future and working hard now will pay off in the end. The company takes a page out of Dad’s playbook when it comes to saving money and promotes a similar attitude among consumers.

    Himalaya Babycare

    Himalaya BabyCare – Father’s Day Campaign

    Because of the sacrifices they make and the challenges they go through, fathers are the very first heroes in our lives. They love and protect us. However, not many parents are aware that their children look up to them as role models. An advertisement for Father’s Day that Himalaya Babycare created describes the spirit of fatherhood and encourages children of all ages to express to their fathers that they are their heroes.

    Licious

    Licious – Father’s Day Campaign

    In every household, fathers are the unofficial “meat experts,” and they are frequently the ones who are responsible for purchasing chicken and mutton. The majority of people take their obligations extremely seriously, making certain that their family can enjoy the very best that life has to offer. The moment that they are taken away from this duty against their will, there will undoubtedly be some complaints received. In an homage to fathers on Father’s Day, the meat brand Licious apologizes to fathers for relieving them of their “meat duties,” in which the fathers express their displeasure with the situation.

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    StartupTalkyPurbalee Dutta

    Poonawalla Fincorp

    Poonawalla FinCorp – Father’s Day Campaign

    Cyrus Broacha portrays the character of Boman Naoroji, who has a crush on his red automobile, which he refers to as “Boman Ki Pyaari,” and goes to great lengths to ensure that it is in perfect shape. On the other hand, “Boman Ki Pyaari” is of secondary importance to “Boman ki Dulhaari,” which is his daughter. To raise money for his daughter’s new venture, Boman decides to sell his much-loved automobile. Thankfully, Poonawalla Fincorp comes to the rescue, and “Boman ki Pyaari” continues to maintain its relationship with Boman. This campaign is being run by the company to draw attention to the collateral-free loan product that the company provides, with the end goal of encouraging clients to make it their preferred one-stop solution. It is the unwavering support that fathers provide for their children that this brand highlights. Fathers are there for their children even when they would rather remain in the background.

    Narayana Group

    Narayana Group – Father’s Day Campaign

    The narrative of Narayana Group is about a father who is unshakable in his support of his son to assist him in achieving success. The movie praises the importance of fathers as motivators, role models, and mentors, demonstrating to children that they can inculcate values, discipline, and a desire for learning through their actions rather than just words.

    SBI Life

    SBI – Father’s Day Campaign

    The #PapaHainNaa digital film that SBI Life has created for Father’s Day depicts the journey of self-realization that a father goes through as he realizes that he has been inadvertently imparting values of perseverance and dedication in his child.

    One notion that is narrated by all of these advertisements is that behind the scenes, fathers not only put in a lot of effort to make their children’s goals come true, but they also give their children the support that they require. When they are put in a position, fathers become more emotional than mothers, even though they convey the image of being emotionless. Fathers are frequently thought of as being the person with the most difficult hearts. To put it simply, they are the engine that propels the life of every child.

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    FAQs

    When is Father’s Day celebrated?

    Father’s Day is celebrated annually on the third Sunday in June. This year, it is on 15th June.

    What is the Dove Men+Care campaign about?

    Dove Men+Care announced the debut of their #CongratsItsADad campaign in 2023, which honors fathers and the moment they become the first guardians of their children, on Father’s Day.

    What was Godrej’s Father’s Day campaign?

    #PerfectforDadRecipe was Godrej’s Father’s Day campaign.

  • Google Restores Apps Amid Indian Developers Dispute: A Deep Dive into the Conflict

    In a significant turn of events following a tense standoff, tech giant Google has commenced the process of reinstating Indian app developers it delisted from its Play Store on March 1, 2024. 

    The decision to restore certain apps comes amidst a backdrop of heated negotiations, social media discussions, government pressure, and regulatory scrutiny surrounding Google’s billing policies and its implications for Indian startups.

    On March 4, the Indian government called a meeting of the affected Indian app developers and tech behemoth Google to listen to both parties on the ongoing issue.

    The dispute, which erupted over Google’s insistence on its billing system and the imposition of hefty service fees, has sparked widespread concern within the Indian tech ecosystem. 

    On March 1, Google sent shockwaves through the Indian app developer community by removing 10 prominent developers from its Play Store, citing non-payment of service fees. 

    This abrupt action thrust the simmering conflict between Google and Indian app developers into the spotlight, prompting widespread debate and scrutiny over the tech giant’s policies and their impact on the digital ecosystem.

    The affected apps, including Shaadi.com, Bharat Matrimony, Altt (formerly ALTBalaji), Kuku FM, Quack Quack, and others, have long been stalwarts of India’s digital landscape, catering to diverse user needs and preferences.

    “It feels like we will never be able to operate safely if our ecosystem is controlled by them. We need the Indian government to step in and save the startup ecosystem,” KuKu FM’s Co-founder and CEO Lal Chand Bisu said on employment-focused social media platform LinkedIn.

    The crux of the conflict lies in Google’s Play Store policies, particularly its requirement for developers to use the Google Play Billing System (GPBS) and pay commissions ranging from 11% to 26% on in-app purchases. 

    This move follows an order from the fair trade watchdog, Competition Commission of India (CCI), directing Google to revise its earlier system, which charged commissions as high as 30%, deeming it ‘anti-competitive’.

    Despite the CCI’s directives and efforts by affected startups to seek relief through legal channels, Google proceeded with the delisting after the Supreme Court declined to provide interim relief. This unilateral action by Google has raised questions about the fairness of its app marketplace fee and its potential impact on the Indian startup ecosystem.

    Around 30 companies had written a letter to Google, requesting the company not to delist their apps or take any ‘precipitative action’ against them till March 19 as their Special Leave Petition (SLP) comes up for hearing, according to a Times of India report published on Feb 13, 2024

    The app developers had filed the petition against the judgment delivered by the Madras High Court on January 19. The Supreme Court directed the SLP to be listed on March 19 and denied interim relief to startups.

    It has also sparked a debate to develop in-house an indigenous app store that reflects a growing sentiment toward promoting homegrown solutions and reducing dependency on global tech giants like Google. 

    Sridhar Vembu, CEO ZOHO on X

    In response to mounting pressure, Minister Ashwini Vaishnaw, from the Ministry of Electronics and Information Technology, intervened to facilitate discussions between Google and the affected app developers. Minister Vaishnaw emphasized the importance of upholding India’s policies and ensuring the protection of its startups in the digital marketplace.

    Union Minister Ashwini Vaishnaw on Google removing multiple apps from Play Store

    In a rapid response after government intervention, Google has reinstated Info Edge’s array of mobile applications, including popular platforms like Naukri, 99acres, and Shiksha, just one day after they were delisted from the tech giant’s Play Store.

    As per media reports, sources within Google revealed that the restoration of certain apps is contingent upon developers agreeing to comply with Android’s billing options or opting for a consumption-only model. Under the consumption-only model, developers can provide access to paid content without incurring service fees, offering a potential workaround to Google’s billing requirements.

    Anupam Mittal, Founder & CEO at People Group on X

    While the restoration of apps signals a temporary postponement for affected developers, the broader implications of the conflict remain unresolved. 

    The standoff between Google and Indian startups underscores the challenges of navigating the digital landscape, where tech giants wield immense power and influence over distribution channels and revenue streams.

    However, the path to resolution remains fraught with challenges, as stakeholders navigate complex legal, regulatory, and commercial considerations. 

    As discussions between stakeholders continue, there is a growing consensus on the need for greater transparency, fairness, and regulatory oversight in the digital ecosystem. 

    As the saga unfolds, all eyes will be on the outcomes of negotiations and the steps taken by Google, Indian regulators, and app developers to find a resolution that balances innovation, competition, and consumer protection. 

    The outcome of this dispute will not only shape the future of app development and distribution in India but also set a precedent for how tech companies interact with emerging markets and their burgeoning startup ecosystems.

    In the meantime, the March 1 de-listings are a stark reminder of the power dynamics in the digital ecosystem and the importance of advocating for fair and transparent policies that foster a thriving and inclusive tech landscape.

    Industry experts believe that it will be essential for policymakers, industry stakeholders, and the broader community to collaborate and support initiatives aimed at building indigenous solutions. 

    Annual Number of App Downloads From the Google Play Store Worldwide from 2016 to 2022
    Annual Number of App Downloads From the Google Play Store Worldwide from 2016 to 2022

    “PhonePe launched the Indus app store in Q4 2023. But how many are using it? How many have even heard of it? The problem begins with Android and iOS being the major OS and thus having their default app distribution platforms pre-installed on the phones. Any other app distribution platform (such as Indus) cannot be listed on Google Play Store (or iOS Appstore),” replying to Lal Chand Bisu’s post, TopN Analytics Founder Harish Mahale said in his comments on LinkedIn. 

    On February 21, Walmart-owned PhonePe unveiled the Indus Appstore, a new Android app marketplace in India, poised to compete with Google Play and other alternative app stores.

    “Notably, Indus offers Indian developers the freedom to choose any third-party payment gateway for in-app billings, a stark contrast to Google Play’s restrictions. This empowers developers and fosters a more competitive and diverse app marketplace. Embracing the IndusApp Store not only supports local innovation but also challenges monopolistic practices, contributing to India’s digital sovereignty. #IndusAppStore #SupportIndianInnovation #BreakMonopolies,” Ashish Kumar Shaw, State Head at PhonePe said in his comments on social networking site LinkedIn.

    As per recent Indian Mobile App stats for 2024, India has claimed the top spot globally for the highest number of apps installed and actively used each month.

    At present, Google Play serves as the designated app marketplace for the Android operating system, offering users the opportunity to discover and install apps and games developed using the Android software development kit (SDK).

    There are 3,362,451 apps offered for free on Google Play, with an additional 107,095 apps requiring a purchase. However, it’s worth noting that many of the free apps may necessitate subscriptions or include options for in-app purchases.

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  • The Extraordinary Growth of Matrimonial Sites During the Pandemic

    The impact of lockdown during the COVID-19 pandemic can be seen in almost all business sectors, but matrimonial sites were an exception, as they had witnessed a huge growth in the number of new customers. With most people being confined to their houses amid the lockdown, they were spending more time browsing online matrimonial websites in order to find the right match.

    The pandemic had helped various matrimonial sites like Shaadi.com, Jeevansathi.com, BharatMatrimony, etc. garner more customers. From offering special schemes to helping couples get married virtually amid lockdown, these websites were not leaving any stone unturned to attract more customers.

    Murugavel Janakiraman, Founder and CEO of Matrimony.com, whose flagship brand is BharatMatrimony, said that their site receives an average of 14,000 to 15,000 registrations in a day, but after the lockdown, there had been a rise of 30% in the number of registrations.

    Similarly, Shaadi.com had also seen a 20% rise in new customer registrations during the lockdown period.

    Now, as we dive into the fascinating world of matrimonial sites and their extraordinary growth during the pandemic, we’ll explore the reasons and exciting developments that brought in a surge of new customers, fostering meaningful connections in such challenging times.

    Reasons for the Growth of Matrimonial Sites
    Increasing Revenues of the Matrimonial Sites
    The Impact of Video Features on Matrimonial Sites
    Pandemic’s Growing User Base for Matrimonial Sites
    The Rise of Fake Profiles

    Reasons for the Growth of Matrimonial Sites

    Best Matrimonial Sites in India
    Best Matrimonial Sites in India

    The growth of matrimonial sites during the pandemic can be attributed to several key factors that uniquely catered to the changing circumstances brought on by lockdown restrictions. One of the primary reasons behind this surge was the widespread adoption of remote work. With the majority of professionals working from home due to lockdown restrictions, they found themselves with ample free time as daily commutes and other social engagements were restricted. This newfound time presented an opportune moment for many to explore and engage with online matrimonial platforms, dedicating more attention to browsing potential partners’ profiles and shortlisting suitable matches.

    In the pre-pandemic era, the demanding nature of work and busy schedules often hindered youngsters from fully engaging in the search for life partners. However, the lockdown period allowed them to prioritize their quest for companionship, leading to increased interest and participation in online matrimonial sites.

    Moreover, the pandemic’s emotional toll and the desire for stability and connection further motivated individuals to seek meaningful relationships. With uncertainties surrounding the world outside, many turned to these platforms as a way to forge lasting bonds and find solace in the prospect of a committed relationship.

    “The engagement level of customers and profile acquisitions on our site is growing. To meet the rising demand, we have leveraged our services also” said Murugavel Janakiraman, founder and CEO of Matrimony.com.

    Matrimonial sites also adapted to the changing demands by offering unique incentives to their customers. The companies were providing special offers wherein customers didn’t have to pay for the lockdown days, and their memberships would be extended automatically.

    Shaadi.com is one of the best matrimonial sites in India, and it utilized the opportunity to enhance its reach among customers by focusing more on social media campaigns. Besides, in order to help couples who were not able to tie knots due to the lockdown, Shaadi.com launched an innovative initiative called “Weddings from Home”. This online wedding service aimed to facilitate smooth virtual weddings for couples wanting to tie the knot during the restrictive period.

    Through the “Weddings from Home” initiative, Shaadi.com provided comprehensive end-to-end services to honor couples’ big days virtually. From arranging priests to officiate the wedding and offering bridal makeup tutorials to organizing sangeet singers, all ceremonies were seamlessly conducted through online video calls. The platform’s efforts received widespread acceptance, with even tech-challenged relatives and friends wholeheartedly embracing the idea, offering unwavering support to the couples during those extraordinary times.

    Weddings From Home by Shaadi.com

    Increasing Revenues of the Matrimonial Sites

    The growth in traffic and registration had led to positive growth in revenue as well; it was not linear but still positive. In the arranged marriage set-up, most users consult their families before making decisions, hence, in pre-Covid times, most of the traction came on weekends. But during the pandemic, traffic was almost evenly distributed on weekdays as well.

    The matrimonial site, Jeevansathi, experienced significant growth throughout the lockdown, as its billings grew by 13% in Q1’21, and in the months of July and August, the billing growth has been even better. In August, the billing grew by 23%. The surge in registrations and user activity on the platform during the lockdown contributed to this growth. Additionally, its strategic marketing efforts resulted in attracting more new users.

    During the pandemic, BharatMatrimony, one of the first matrimonial sites, led the country’s organized online matchmaking sector with a 60% market share, followed by Shaadi.com with a 30% share and Jeevansathi with a 10% share. Beyond these well-known platforms, there are also numerous regional and language- or community-based websites and portals catering to specific preferences. The top three players in the matrimony business—BharatMatrimony, Jeevansaathi.com, and Shaadi.com—contribute to a substantial share of the country’s online matchmaking sector, with combined revenue exceeding Rs 1,000 crore.

    The remarkable increase in traffic, registrations, and user engagement not only expanded the user base but also contributed to the positive growth in revenue for matrimonial sites during the pandemic.

    Jeevansathi generated a revenue of Rs 96.9 crore, whereas Matrimony.com generated a revenue of Rs 377.8 crore in FY21.

    Revenue Growth of Top Indian Matrimonial Sites (Jeevansathi.com, Matrimony.com)
    Revenue Growth of Top Indian Matrimonial Sites (Jeevansathi.com, Matrimony.com)

    The Impact of Video Features on Matrimonial Sites

    Matrimonial sites are embracing new ways of matchmaking, and video features have played a pivotal role in their growth, even during the lockdown days.

    Shaadi.com, which is one of the most popular matrimonial websites in India, launched Shaadi Meet, a video/voice calling feature exclusively for premium members. With in-person meetings restricted due to the pandemic, this feature enabled potential brides and grooms to interact safely through virtual means.

    The response was overwhelming, with nearly 75,000 users utilizing the service on the first day, escalating to 105,000 users on the following day. In less than a month, the number of video calls exceeded 500,000, indicating the growing acceptance of this innovation in matrimonial match-ups.

    The introduction of video calling features addressed the need for safe communication among users who were hesitant to share personal contact details like WhatsApp numbers with strangers. In this aspect, Bharat Matrimony’s “Secure Connect” feature further empowers women, allowing them to receive calls from premium members without disclosing their contact numbers. Women have full control over responding to the other party, ensuring privacy and safety in their search for a life partner.

    Experts say this added feature will help empower women. “It might address the phenomenon of men stalking women. Restricting men’s ownership of communication is very welcome,” said Madhavi Menon, Director of the Center for Studies in Gender and Sexuality at Ashoka University.

    Overall, the incorporation of video features into matrimonial sites has not only deepened user engagement but also enhanced the safety and convenience of the matchmaking process, making it an invaluable tool in such challenging times.

    Pandemic’s Growing User Base for Matrimonial Sites

    The pandemic has brought about a shift in the target audience of matrimonial sites, with specific groups showing increased interest in finding a life partner through these platforms.

    One significant segment includes Indians who are divorced or have lost their partner and are now considering another partner.

    Rohan Mathur, the Chief Business Officer at Jeevansathi said, “In the last two months, we have also seen an increase in second marriage profiles, and the year-on-year growth has doubled. Additionally, the growth seen in second marriage profiles during COVID-19 has outdone the overall platform growth.”

    Another group contributing to the surge in users on matrimonial websites consists of working individuals who are single. Adhish Zaveri, the Marketing Director of Shaadi.com, highlights that singles were already active on the platform before the pandemic, accounting for 70% of the profiles. However, the COVID-19 period has further accentuated this trend. Engagement on Shaadi.com in small cities witnessed a rise of 30–35%. The easing of restrictions, or “unlocks,” has also played a role as people consider organizing weddings in a small, intimate setting.

    As the pandemic continues to impact lifestyles and relationships, matrimonial sites are witnessing an increased influx of users, catering to the diverse needs and preferences of these specific target groups.

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    The Rise of Fake Profiles

    One of the negative aspects of matrimonial sites that comes with an increased number of users is fake profiles. The number of signups has gone up by an average of 400% week-on-week from what it was before COVID-19, which unfortunately includes an increase in the number of fake profiles. To counter them, the websites are introducing more advanced profile filtering and privacy control technology.

    The trend of increasing signups is also visible on EliteMatrimony, which caters to people with high net worth and celebrities. In India, about 60 million people are looking for life partners at any given time, out of which 10 to 12 million get married a year, which constitutes 24 million couples. When it comes to online matchmaking, only 6 to 7 million people register, out of which only 20% find a match, said Mr. Janakiraman.

    Conclusion

    Despite the constraints posed by the pandemic and lockdown, the wedding industry witnessed a significant surge in the number of customers registering on matrimonial sites. In India, the wedding market, valued at a staggering $50 billion, has been experiencing rapid annual growth rates. The digital shift has prompted the wedding marketplace to enhance its product features, offering an enhanced mobile app experience to cater to the evolving preferences of its customers.

    With more people turning to online platforms to find their life partners and organize weddings in the face of lockdown restrictions, matrimonial sites became a vital lifeline, fostering meaningful connections and paving the way for the celebration of love amid the unprecedented circumstances. As the industry continues to adapt to the changing landscape, the growth and innovations witnessed during the past pandemic are likely to have a lasting impact on the future of weddings and matrimonial services in India.

    FAQs

    What is a matrimonial site?

    A matrimonial site is a platform that helps brides and grooms find their perfect match.

    How many matrimonial sites are there in India?

    There are over 1500 matrimonial sites in India. Some of the leading matrimonial sites are Shaadi.com, BharatMatrimony, Jeevansathi.com, and more.

    How do matrimonial sites make money?

    Matrimonial sites make money through various methods, including annual subscription services, premium features, and advertising.

    Which is the best matrimonial service in India?

    Some of the best matrimonial sites are BharatMatrimony.com, Shaadi.com, Jeevansaathi.com, Vivaah.com, and SecondShaadi.com.

    What is the market share of matrimony sites in India?

    In India, BharatMatrimony holds the dominant position in the organized online matchmaking sector, capturing 60% of the market share. Shaadi.com follows closely with a 30% share, while Jeevansathi holds 10% of the market share.

    How do you find yourself a perfect partner in matrimony?

    Tips to Find Your Perfect Partner on a Matrimonial Site:

    1. Establish a strong connection with someone you resonate with.
    2. Conduct background research to ensure compatibility and trustworthiness.
    3. Seek a partner who shares common interests and values.
    4. Mutual respect is crucial in any relationship.
    5. Invest time in getting to know each other better.
    6. Spend quality time together to strengthen your bond.
    7. Assess their loyalty and trustworthiness in the relationship.