Jeevansathi.com is an Indian matrimonial portal owned by Info Edge. They are one of the most popular matrimonial websites in the country. Recently, they are making waves with their latest OOH in the capital city. The conventional Indian Shaadi is incomplete without a ‘mandap’ – the venue for the pheras ritual that takes place around a holy fire – and becomes a focal point for those much- photographed moments.
Keeping that in mind, and the importance mandap holds in an Indian wedding, Jeevansathi.com has adopted some of the bus shelters across our capital, Delhi, for a unique branding experience. The bus shelters have been decorated and transformed to turn them into traditional ‘mandaps’ found at Indian weddings.
According to the plan, bus shelters turned mandaps are already live at 10 locations across the national capital and can be easily seen in the neighbourhoods of Lajpat Nagar (near Gupta Market), South Extension Market, Rohini City Centre (near Ambedkar Hospital), Subhash Nagar (near Pacific Mall), Rajouri Garden, Nirman Vihar, Rajendra Nagar, Jhandewalan, and Tilak Nagar. These bus shelters have been decorated with flowers and vinyl to attract the attention of passersby.
“As activations are a good way to engage with audiences and create experiences, we felt that this was an effective route for hyperlocal marketing. Along with the bus shelters, we are also advertising in the Delhi Metro, and an engagement-led activity would give us an extra boost,” said Esha Arora, vice president – Marketing, Jeevansathi.com.
“The brief given to the agency was to effectively target a few localities and engage with audiences. Hence, the solution was the ‘mandap’, as it is an integral part of weddings in India,” Arora adds.