Jeevansathi converted bus shelters into ‘Shaadi Ka Mandaps’ by decorating them with flowers and vinyl to make them look attractive and grab the attention of passers-by.
The traditional Indian shaadi is incomplete without a ‘mandap’ – the venue for the pheras ritual that takes place around a holy fire – and becomes a focal point for those much-photographed moments. Taking a cue from the relevance a mandap holds in an Indian wedding, Jeevansathi, an online matrimonial platform and part of Infoedge – has adopted some of the bus shelters across Delhi for a unique branding and advertising exercise. These bus shelters have been transformed and decorated to depict them as traditional ‘mandaps’ found at Indian weddings.
Concept execution
Walter Thompson of JWT is the man behind this concept and executed the whole campaign in a month. A mandap at Saket was built for a day-long activation in collaboration with Red FM. Red FM popular radio jockey Kisna engaged with shoppers and residents of Saket as a part of the promotional drive on the idea of modern-day marriage. The participants from the crowd had some hilarious takes on the subject.
Esha Arora, vice president, Marketing at Jeevansathi said, ‘As activations are a good way to engage with audiences and create experiences, we felt that this was an effective route for hyper-local marketing. Along with the bus shelters, we are also advertising in the Delhi Metro, and an engagement-led activity would give us an extra boost. The brief given to the agency was to effectively target a few localities and engage with audiences. Hence, the solution was the ‘mandap’, as it is an integral part of weddings in India.’
JEEVANSATHI www.jeevansathi.com
