Hindustan Times: Knot

Credits:

Media Lions 2007
No Award
Publications & Media
KNOT
HINDUSTAN TIMES
NEWSPAPER MATRIMONIAL SUPPLEMENT

Advertising Agency: OGILVY & MATHER, New Delhi, INDIA
Date Of 1st Implementation: 21/01/2007

Emmanuel Upputuru Ogilvy/Mather Senior Creative Director
Nitin Srivastava Ogilvy/Mather Creative Director
Titus Upputuru Ogilvy/Mather Creative Director
Radhika Singh Ogilvy/Mather Copywriter
Shailender Mahahan Ogilvy/Mather Art Director

Arranged marriages are still quite the norm in India. And matrimonial classifieds are very popular with parents seeking prospective partners for their children. The communication goal was to strike an instant chord with parents and keep HT Matrimonials top of mind.

In an Indian marriage ceremony, after the vows have being taken the end of the bride’s red sari is tied to the groom’s white stole in a knot, symbolizing their sacred union. Instead of a plain banner, this innovative banner for HT Matrimonials, has two pieces of cloth (red and white) tied up in a knot, to signify the same.

The banner was put outside shopping malls, jewellers’ shops, all places which are frequented by elders.
In just a month, we received an overwhelming response and the number of classified ads in HT Matrimonials almost doubled.