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Shaadi.com’s Facebook campaign on dowry bags award


03 December 2012

Ashok Kumar/OneWorld South Asia

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Indian matrimonial website’s widely followed online game over Facebook to combat the menace of the dowry system finds itself named among a list of prestigious awardees.

Shaadi.com, a popular Indian matrimonial portal is this year’s winner of the ‘Innovative Digital Marketing Solutions’ award.

Announced at the fourth Internationalist Awards, held in New York, Shaadi.com bagged a bronze for its anti-dowry Faceboo campaign, ‘Angry Brides’, highlighting the practice of the notorious South Asian practice of dowry demands at the time of marriage.

The anti-dowry initiative on the social website received an over-whelming response from people from as many as 35 countries. Significantly, over 40 per cent of the 500,000 people who played the game over Facebook were women.

The participation of women on this scale reflects the changing approach of women to the social menace. It also reflects their active engagement with social websites like Facebook, especially with regard to its role in highlighting the medieval-age social evil.

Shaadi.com competed against nearly 200 entries from over 30 countries and was the only Indian company in the list of 43 award winners considered as examples of best practices of innovative strategy and solutions worldwide. The award was presented by John Williams, Vice President, BBC Worldwide.

Talking to OneWorld South Asia, Gourav Rakshit Chief Operating Officer (COO) of Shaadi.com said that the anti-dowry campaign was launched on Facebook because of the wide reach and popularity the social website enjoys among youth.

“Shaadi.com intends to raise awareness about the menace of dowry through a social game and hence launched ‘Angry Brides Campaign’ on Facebook. We also wanted to educate the youth and generate awareness about the seriousness of the issue through the game, ‘Angry Brides’. It is for the first time that a game with a social cause has been used for spreading awareness amongst people through social media,” Rakshit said.

Gourav Rakshit added, “It is a proud moment for us at Shaadi.com to see an Indian social media initiative like ‘Angry Brides’ getting noticed at a global platform. As a brand, we strive to provide freedom of choice to individuals seeking a partner and also stand for togetherness that is free of dowry.”

The ‘Internationalist Awards’ is organized by Internationalist, a US-based advertising, media and marketing space magazine. The Winners Gala was produced in association with BBC World News, the Financial Times and Publicitas.

 
 
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