The Hindu Business Line : BharatMatrimony goes in for in-film placement

Chennai April 11 Though the most popular theme in Indian cinema is love and marriage, matrimonial services don't seem to have zeroed in on this medium to build their brands. But now, in what is probably the first instance, online matchmaker BharatMatrimony.com has tied up with Eros Entertainment's Namaste London for an endorsement and a screen shot.

Mr Uday Zokarkar, Business Head, Bharat Matrimony Centre, told Business Line that the company went in for in-film placement as it played an important role in reaching larger audiences, non-resident Indians included.

"Bollywood's a great connector, and crossover movies especially so," Mr Zokarkar said. Namaste London starring Katrina Kaif and Akshay Kumar, is, among other things, about staying rooted in one's own value systems. This theme sees the heroine's father keen on finding a match from India for his Britain-born-and-bred daughter and putting her profile on BharatMatrimony to find a "nice Punjabi boy" for her.

"Getting their children married is a challenge for parents in families that live outside India," Mr Zokarkar said, adding that the movie reflected this reality that was being borne out in BharatMatrimony's own experience. Hence, the brand fit.

Thirty per cent of the registrations on BharatMatrimony are from NRIs. The online firm has its own offices in New York and Dubai, and in New York, even publishes a periodical called Desi Match, which carries matrimonial ads and wedding-related information.

Following the release of the movie on March 23, several enquiries from Punjab for business partnership to open offline centres have come in, Mr Zokarkar said. In-film placement is a good opportunity as most people see a film at least once. In this case, the movie has seen 70 per cent occupancy in theatres and has ensured good exposure for the brand, he said.

The company's ad spend is set for a 100 per cent hike this year. It is looking at regional films as well as it has 15 language domains.

After a break of three years, it is going to resume advertising on TV and will continue to use print, online and outdoor media as well as below-the-line advertising. Since inception in 1997, there have been 90 lakh registrations on BharatMatrimony and seven lakh marriages that have gone through, Mr Zokarkar said.

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