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Sravanthi Challapalli

Chennai May 14 After Bharat Matrimony, it's now the turn of rival Shaadi.com to go in for in-film placement. The online matchmaker has tied up with Hindi film Metro, starring Konkona Sen and Shilpa Shetty, to reach a wider audience.

Speaking to Business Line, Mr Omprakash Hassanandani, Business Head, Shaadi.com, said the company is increasing ad spends by about 30-40 per cent. The company is in the growth phase and needs to sustain its No 1 position, he said. It has also announced plans to enter businesses associated with matchmaking, such as horoscope matching and wedding planning.

On the in-film placement, Mr Hassanandani said Shaadi.com wants to position itself as part of a daily lifestyle. Online matchmaking has now become popular in the metros. The script of the movie, which portrays "everyday people living in a city like Mumbai" also provided the opportunity for a seamless fit and hence the tie-up, he added.

The People Group, which owns Shaadi.com, produced a `Hinglish' movie called Flavours about four years ago, about the loves and lives of the Indian diaspora in the US. Earlier, it made a short movie for private viewing called shaadi.com (one of the actors was People group CMD Anupam Mittal), the theme being the trials Indians in the Western world face finding a match.

Shaadi.com has had 10 million members since inception and has facilitated one million marriages, Mr Hassanandani said.

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