Speaking their language

   
   When you’re talking to independent, strong-minded individuals in their late twenties, about a topic as serious as marriage, their views cannot be taken lightly. Especially when they believe in making their own decisions with minimum interference from anybody else. The advertising was thus created to speak to the target audience in their own language and echo their thoughts rather than tell them something they already knew. The result being a path breaking campaign that stood out in terms of its communication.

   The promise of a lifetime

   A man who can understand her mind, reach out to her soul and touch her heart - this is what the woman of today, or 'Generation W' wants. This campaign, designed to talk to both women and their family, thus visually integrated the man's strength of character with elements of the perfect marriage - the Mehendi, the Sindoor and the Mangalsutra, to effectively convey the message that Times Matrimonial is the best place to find the perfect life partner.

   Tongue -in-cheek does it best

  
   Some of the most interesting people read the Times Of India. Research showed our target group to be exceptionally intelligent, humorous and open to a little jest. Our challenge was to evolve a campaign that at once, both capitalised on the innate qualities of the brand and respected our target group’s bent of mind. The result of our efforts is this tongue - in - cheek campaign. Through catchy lines, our ads demonstrate how a Time’s reader would make the best mate.

   The only time we allow word play

  
   A fun campaign that never lost sight of its objective, the ads here, were very light - hearted. They met our objective, which was to create ads that exploited the reader’s leanings to all that is witty, and above all, intelligent. Thus this campaign was able to immediately strike a chord in our target group. We used a lot of word play, to make the campaign both appealing and memorable.

   Celebration Times

  
   On Holi day, The Times readers opened their papers, and got a taste of what India is most famous for. Weddings. And Festive occasions. As both are a cause for celebration, our advertising for Times Matrimonial, blended the two. The result is this one -off ad. Of Holi raang smeared in the place of sindoor. A perfect example we think, of how to capture the wedding market and the festive mood, with a single eye-catching ad.

   A Suitable Campaign

  
   Setting out with the core communication objective of shaking off Times Matrimonials’ perceived image as a middle class brand, VGC created a campaign with an attempt to connect to the upper strata of the society by using professionals like Surgeon, Executive, Armed Forces Personnel and Sportsmen. Based on this strategy, the thought ‘What’s on your mind is what’s in here’ was creatively rendered through stark and tongue-n-cheek visuals. Successfully enhancing the brand perception, achieving brand recall and communicating its range of choices..

   Radio Spots

The idea here was that some people just couldn’t get marriage off their minds. So the ‘Antakshari’ radio spot had a couple singing only wedding songs during an antakshari session.

The ‘shehani’ radio spot had a radio jockey introducing a racy, peppy track ‘Who let the dogs out?’ but when the track actually goes on air, we hear that it’s being played to the tune of a shehnai.