Adhish Zaveri, VP of Marketing at Shaadi.com, discusses the strategy behind their new campaign “Red Flags Se Savdhaan,” which humorously critiques dating apps and highlights the challenges women face in finding committed partners. The 35-second ad features Shaadi.com founder Anupam Mittal, known from Shark Tank India, and was created by the agency Moonshot.
The campaign targets late millennials and early Gen-Z individuals who are now seeking life partners, contrasting with the commitment-averse culture of dating apps. Zaveri points out that dating apps are designed to maintain a continuous user base by discouraging commitment, whereas Shaadi.com aims to foster long-term relationships.
The ad resonates with both singles and parents, reflecting their concerns about modern dating challenges. Shaadi.com sees 80% of registrations from singles and 20% from parents, and the campaign positions the platform as a solution for those frustrated with dating apps.
The film depicts a couple on a date where the man’s fear of commitment humorously results in him fleeing the scene. Mittal advises the woman to avoid commitment-phobic individuals. Mittal’s recognizable presence in the ads boosts the brand’s image, especially among parents. Shaadi.com’s campaign primarily targets digital platforms, with some TV ads to reach a broader audience. The average sign-up age on the platform has shifted from 26 to 28 years, reflecting a trend of individuals waiting longer to achieve independence before marrying. Internationally, Shaadi.com markets itself as a serious dating platform for those seeking long-term relationships, distinguishing itself from casual dating apps like Tinder and Bumble.