Shaadi.com spreads cheer with PetShaadi.com
As the world is going through a difficult and anxious time, PetShaadi.com was launched to change the mood and uplift people’s sentiments.
During these challenging times, Shaadi.com, a popular matchmaking site launched a campaign to bring some cheer. The brand launched PetShaadi.com, a matchmaking service for pets as a part of the April Fool’s campaign.
Pets are known to help mental well-being, and they are also considered good therapy for people who face anxiety. As the world is going through a difficult and anxious time, PetShaadi.com was launched to change the mood and uplift people’s sentiments. As a part of the campaign, a microsite was created in which a user had to fill in his/her pet’s details and share an email ID. On submission, the user was informed that he/she will receive an email.
To make this prank seem legitimate we spoke about features such a Pet Grooming, Video chats and Territory based matches. The creative team was running with one simple brief – Keep It Cute. Keep it fun.
The microsite received over 1000 registrations from pet owners in just 3 days, and the social media posts garnered a lot of traction. On 1st April, emails were sent out to all users who registered wishing them Happy April Fool’s Day.
Talking about the campaign, Adhish Zaveri, Director, Marketing at Shaadi.com said, “With the current situation, it was a tough decision to make. It’s like Fool’s Day isn’t a thing this year. While a lot of us are talking about the current situation, we believed it was time to change the topic and spread some joy and cheer. We all need something to smile about, something to make us feel better. And with the response we’ve received, you never know, we might just make Pet-dates a real thing.”
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