Shaadi.com is one of the leading matrimonial service providers in India. With increase in competition, it was important for them to identify new strategy to connect with the masses, since their target audience are both, Indian family as well as bride and bridegroom. Taking a clue from the traditional Karwa Chauth where the bride fasts for her bridegrooms long life, Shaadi.com ventured in social media campaign to get husbands to fast for their wife. The innovative strategy gave much needed push to the brand as huge number of bollywood celeb husbands also pledged to Fast for their wife on Karwa Chauth. The campaign was very successful, since it caught viral phenomenon from social media to print publications and television interviews of the celebs highlighting "#FastForHer". But POV is, was the campaign successful to bridge equality between men and women in Indian society?

1. Social Media + Public Relations
Case Study
Shaadi.Com – Initiative on Karwa Chauth
#FastForHer

2. 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

3. 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.

4. 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.

6. Take the Pledge

7. Bollywood Celebrity Support
• Chetan Bhagat
• Hiten Tejwani
• Jay Bhanushali
• Nani
• Sulaiman Merchant
• Raj Kundra

8. Launch of Micro Website

10. 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.

11. Point of View
1. 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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