Zafar Iqbal
A Witty Marketing Move by Shaadi.com
In an era where brand collaborations and moment marketing are gaining momentum, Shaadi.com has once again proven its knack for creativity. The matrimonial giant, led by Anupam Mittal, found a humorous way to celebrate the recent launch of JioHotstar. By placing billboards near JioHotstar’s advertisements, Shaadi.com extended a clever congratulatory message that read, “Badhai Ho JioHotstar, aisi jodi toh hum sab deserve karte hain.” This playful message not only congratulated Jio on its acquisition of Disney+ Hotstar but also subtly reinforced Shaadi.com’s own matchmaking essence.
The Power of Moment Marketing
Anupam Mittal took to LinkedIn to share this innovative campaign, reminiscing about how brand collaborations used to be time-consuming and bureaucratic. He emphasized that modern marketing thrives on agility, collaboration, and social media engagement. In his post, Mittal highlighted how leading brands are tapping into moment marketing to maximize impact and engagement.
He outlined three key strategies that successful brands like Shaadi.com are leveraging:
- Hyper-Relevant Brand Collaborations – Partnerships with brands like Jio, Zepto, Myntra, Fevicol, Duolingo, and Swiggy.
- Trending Viral Content – Engaging with India’s top influencers and internet sensations.
- Founder-Driven Social Media – Utilizing personal branding to amplify reach and engagement.
The Changing Landscape of Advertising
Mittal’s post also shed light on the evolving marketing landscape, where traditional TV advertising is becoming less effective. He pointed out key shifts that brands need to recognize:
- Declining TV Ad ROI – With around 20% of TV households already moving away from traditional television.
- OTT Growth – Expected to reach 50 million households by 2025.
- Social Video Dominance – Delivering the best engagement and return on investment.
As attention spans shrink, brands investing heavily in traditional advertising are losing out. Moment marketing, fueled by quick, engaging, and relevant content, is emerging as the most cost-effective strategy.
The 4 Cs of Modern Branding
According to Mittal, the new era of marketing revolves around four key principles:
- Celerity – Acting swiftly to leverage trending moments.
- Co-Creation – Collaborating with influencers and other brands.
- Culture – Aligning brand messaging with cultural relevance.
- Capturing the Moment – Engaging audiences in real time.
These four pillars are shaping the future of brand communication, pushing companies to rethink their approach and embrace digital-first strategies.
Social Media Reactions
Mittal’s post sparked widespread appreciation, with many users applauding the innovative approach. One LinkedIn user commented, “The 4C model perfectly encapsulates how brands can navigate today’s fast-changing marketing environment. OTT and social video are undoubtedly the future.”
Another user highlighted, “Love how Shaadi.com is redefining brand collaborations! Marketing is no longer just about ads; it’s about culture, relevance, and timing.”
Specifications Table
| Specification | Details |
| Campaign Name | Shaadi.com’s JioHotstar Congratulatory Billboard |
| Company | Shaadi.com |
| Founder | Anupam Mittal |
| Platform Used | LinkedIn, Outdoor Advertising |
| Marketing Style | Moment Marketing, Social Media Engagement |
| Key Message | Brand Collaboration and Creative Branding |
| Reaction | Positive social media engagement |
| Marketing Model | The 4 Cs – Celerity, Co-Creation, Culture, Capturing the Moment |
Conclusion
Anupam Mittal’s campaign for Shaadi.com is a testament to the power of creative marketing. By combining humor, strategic branding, and social media engagement, Shaadi.com successfully captured audience attention while reinforcing its own brand identity. In an ever-changing digital landscape, brands that adapt to real-time trends and engage with cultural moments are the ones that will thrive.
