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<ul><li><keyword id="9648465" type="PERSON" weightage="20" keywordseo="sima-taparia">Sima Taparia</keyword> from Mumbai is back and she’s telling fortune again. This time, it is with <keyword id="8681398" type="UNKNOWN" weightage="20" keywordseo="Urban-Company">Urban Company</keyword> and the audience is loving it.</li><li>Tarun Menon, Director Marketing, Urban Company takes us behind the platform's latest influencer marketing campaign with Sima Taparia, shares the thought behind partnering with her and larger goals for this year.</li></ul>Last year, Netflix's Indian Matchmaking introduced India and the world to ace matchmaker Sima Taparia and she quickly became one of the most talked about character from a reality show. The first season ended in July 2020 but the audience hasn’t stopped stanning over Sima Taparia yet. Sima gained instant popularity among millennials and Gen Z and never faded away from the news cycle. Over the past year, brands like Burger King, Tinder, Asian Paints flocked to partner with the internet sensation, who recently starred in Big Boss OTT. Meanwhile, brands are still not over her. Recently, she featured in a campaign for home service and grooming platform, Urban Company. Before Netflix renewed Indian Matchmaking for season 2, Urban Company’s Align your Stars campaign with Sima Taparia generated a lot of chatter on social media. It helped the brand garner 4.5+ million views in less than a week. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Telling us why Sima was the perfect match for this campaign, Tarun Menon, Director Marketing, Urban Company said, “Sima enjoys cult-like status and is best known for matchmaking based on the stars. She was one of the most talked about people online in 2020. It was a punt – to see if the choice of influencer and content could drive engagement for the campaign.” “The videos themselves have been well received across social media with people relating, reacting and engaging with the content - and has given us learnings to bake into our next campaign,” added Menon. Its marketing objective was to create buzz ahead of the launch of Big Home Rush, an Urban Company sale property. To further spread awareness around its discounts and gain new customers, Urban Company partnered with 14 different young influencers such as Kusha Kapila, Vishnu Kaushal, Mallika Dua, to mention a few, to create content for each zodiac sign. The underlying message of each piece was to encourage consumers to join Urban Company’s Big Home Rush sale. Launched in January 2021, the Big Home Rush sale has become extremely popular with consumers. Even in the ongoing second edition, the company has already delivered close to 500,000 services, witnessing high demand from cities such as Mumbai, Delhi, Chennai, Pune, Bengaluru, and Hyderabad and more. Sharing why it chose influencer marketing to promote its sale, Menon said, “With other media formats driving awareness, the influencer leg sought to create engagement and conversation around the sale, in a way that’s native to the platform (Instagram). We’d observed that in the last 2 months, sun-sign based content was growing in volume, engagement and traction - as people tag their friends and conversation flows organically.” Before Sima Taparia, Urban Company’s partnership with yesteryear’s TV stars such as Rupali Ganguly as Monisha Sarabhai and Komalika also received a positive response from its audience. The idea behind casting such a unique set of stars, from Sima to Monisha, was to find women who can express shock and help open a door for them in the regional markets. “These content pieces were part of a larger campaign for Salon Classic - a newly launched category that offers salon quality services at unbelievable prices. Our intent in partnering with influencers and content creators was to integrate the key message - salon services at unbelievably low prices - into content &amp; culture. It made sense to partner with influencers best known for expressing shock – Hindi TV celebrities with a cult following for the roles they play. We further extended this concept to regional TV artists as well, to build relatability for regional audiences. We are looking to attract new customers and engage existing consumers through this campaign,” shared Menon. Due to the global pandemic, Urban Company has seen an uptick in the demand for home cleaning and hygiene services as people are becoming more health-conscious. The app had become quite popular for its home repair and salon services before the pandemic broke out. However, people have been wary about letting outsiders inside their homes lately. Urban Company rose to the challenge and tweaked its marketing strategy. It started communicating every day about the changes it introduced in its services and updated its audience regularly about the number of employees vaccinated. It tweaked its logo across platforms to convey the importance of social distancing and wearing a mask. Apart from that, it realised that people are looking for a lot of DIY videos to make the best of their time. Therefore, it started uploading beauty and wellness video tips to help its consumers surf through the challenges they are posed with. It is also conducting live sessions to engage with its consumers. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Telling us how the company has tweaked its larger marketing strategy after the pandemic to win consumer trust, Menon shared, “We focused on communicating every day about the changes we introduced in our services and SOPs. For example, we completely reimagined certain services, such as threading, to ensure low contact with consumers. For threading, our Beauty experts now wrap the thread around their neck, instead of pursing it in their mouth. We launched extensive campaigns to build communication on our safety protocols and how the Urban Company experience has been reimagined for delivering safe and hygienic services. Our ‘<keyword id="11886690" type="UNKNOWN" weightage="20" keywordseo="uc-safe">UC Safe</keyword> Salon campaign’ included TVCs featuring Neena Kulkarni and Shweta Tiwari aimed at communicating the safety of Urban Company’s salon at home services. More recently, in May ‘21, we ran an extension of the UC Safe campaign, highlighting how over 75% of our service professional base is now vaccinated.” Home services sector in India is largely unorganized and Urban Company is one of the few companies that is formalising it and despite being in the business for 7 years, Menon says that they are still just getting started. Sharing his larger goals for this year, Menon said, Our focus areas will be to increase market share in existing markets and increase penetration in new cities. In the past 2 years, we have expanded to 30 cities in India. Our goal is to be present in the top 100 cities over the next couple of years.”

It's a match: When Sima Taparia met Urban Company and helped the brand gain over 4.5 million+ views in less than a week

<ul class="summary-list"><li>Netflix's new series "Jewish Matchmaking" Orthodox Jewish matchmaker Aleeza Ben Shalom counsels singles.</li><li>They come from various religious and cultural Jewish backgrounds, which Ben Shalom keeps in mind.</li></ul>Jewish matchmaker and dating coach Aleeza Ben Shalom became the go-to expert on Netflix's new series "Jewish Matchmaking" just how you'd expect: Her friend, also a matchmaker, made the connection.On "Jewish Matchmaking," Ben Shalom, a small bubbly matchmaker, manages to ooze warmth through the television screen as she counsels a cohort of singles from a variety of Jewish backgrounds, including a fellow Orthodox Jew, non-religious Jews in their 20s, 40s, and 50s, and a former Orthodox Jew and divorcée who now only keeps kosher at home."There are 15 million Jews in the world and 15 million ways to be Jewish," Ben Shalom declares during the first episode, which premieres on Netflix on May 3.On the show, she embraces her clients' diverse desires and dating requests, even the ones that have nothing to do with Judaism. It's impressive, considering the demands of some of Ben Shalom's clients, like Ori, an Israeli Jew who lives and works with his parents and will only date blonde-haired blue-eyed Israeli Jewish women who speak Hebrew. Dani, a 27-year-old in Miami, wants to date a man who has gorgeous eyebrows, but not so gorgeous that they outshine hers. And Harmonie, a 44-year-old self-proclaimed "unicorn" in Los Angeles wants someone she can start a family and travel the world with.<h2>Values-based dating rooted in tradition</h2>In the series, Ben Shalom guides clients through the long-held Jewish tradition of shidduchim, a Hebrew word for an arranged marriage. It involves dating in an honest and intentional way to find one's soulmate, Ben Shalom, who has been in an Orthodox Jewish marriage for 20 years, explains at the start of the series."This type of matchmaking is rooted in Jewish wisdom, but it's for the whole entire world. It's for everybody. If you want to have a great relationship, you definitely want to have clarity," Ben Shalom, who started her business out of her home in 2007, told Insider. To help clients gain clarity, Ben Shalom interviews each one in person, always considering their checklists of requirements. During the meeting, she stresses the importance of complete honesty with her and themselves. In fact, she said that she won't match a client until they do a coaching session with her and agree to answer her questions about their dating history, relationship fears, and non-negotiables.On the show, Ben Shalom offers advice to help clients achieve dating clarity. Religious or not, without a sense of what you want and need in a partnership, you're bound to choose the wrong mate, she said.She instructs Ori, who is especially particular about the physical appearance of his matches (the man is arguably obsessed with blue eyes), to go on a second date with a beautiful but brown-eyed Israeli woman. She also pushes 25-year-old Nakysha to go on a date with a 37-year-old, despite her initial concern about age gaps. And she tells 44-year-old Harmonie to consider shomer negiah, the practice of not touching a romantic prospect until marriage, even for just a few dates. According to Ben Shalom, the lack of physical touch can lead to clarity about long-term chemistry.Stuart, a 52-year-old contestant on the show, told Insider that he only met with Ben Shalom once in person, and but the experience solidified his interest in dating Jewish women who can understand his "Curbed Your Enthusiasm" references.<h2>Adapting the Jewish tradition of matchmaking in the digital age</h2><div type="image" title="Ori in episode 1 of Jewish Matchmaking." height="2160" width="3840" msid="99945378" hostid="261" sizebytes="159890"></div>Matchmakers have <a href="https://www.chabad.org/library/article_cdo/aid/465151/jewish/The-Matchmaker-Shadkhan.htm">long existed in Jewish culture</a>. The first-ever, written about in the Torah, helped Judaism's first patriarch Abraham find his son a wife, which Ben Shalom explains on the series.Today, matchmakers like Ben Shalom carry on the tradition. She said that she's seen matchmaking become increasingly popular in Jewish communities in the last 20 to 30 years as people get married later in life and may need help finding connections outside of the schools and extracurricular groups they attended as youth.Off-camera and in her personal matchmaking business, Ben Shalom, who lives in Israel, also uses methods like <a href="https://marriagemindedmentor.com/online-courses/" target="_blank" rel="noopener">online webinars</a> and one-on-one coaching services that range from free to over $1,000. She uses a proprietary "clarity chart" to help singles pinpoint the traits they seek in a match, and she also trains budding Jewish matchmakers through virtual webinars.<h2>The value of intentional dating could go beyond religion</h2><div type="image" title="Nakysha in episode 8 of Jewish Matchmaking." height="2160" width="3840" msid="99945381" hostid="261" sizebytes="179126"></div>By the series end, none of Ben Shalom's clients have found their match, it seems. But they all appear to be clear on who they're looking for and want to keep trying to find that person.Unlike the expert who headed Netflix's first matchmaking series <a href="https://www.nytimes.com/2023/04/21/magazine/indian-matchmaking-season-3-netflix.html">"Indian Matchmaking,"</a> Ben Shalom doesn't appear to shame her clients for their checklists of date requirements. While she nudges them to challenge their perspectives on things like age gaps and first-date indifference ("Date 'em until you hate 'em," she declares in episode 1), Ben Shalom never insists clients should lower their expectations. Ultimately, she wants them to feel understood.Dani, who identified as a secular Jew with close family ties, said that her past three relationships ended when it became clear she and her exes wanted different things out of life. But since working with Ben Shalom, she can more easily spot signs of incompatibility and let those matches go instead of hold onto unwarranted hope, Dani told Insider.Harmonie, who was skeptical of Ben Shalom and the entire matchmaking process, said her worries melted away the second the matchmaker walked through her front door."She asked me, 'How do you want to feel?' and I thought that was the most beautiful thing because it got me into my heart and out of my head," Harmonie told Insider.

A Jewish matchmaker with more than 200 weddings under her belt says singles need 'clarity' to find their soulmates

<ul><li>The process of matchmaking in India has evolved and how people look at the entire process has changed drastically.</li><li>It is no longer something that parents are forcing their kids into as more and more singles are taking an active interest in the entire process.</li><li><keyword id="9538693" type="PERSON" weightage="20" keywordseo="adhish-zaveri">Adhish Zaveri</keyword>, Director – Marketing, <keyword id="260777" type="COMPANY" weightage="20" keywordseo="shaadi-com">Shaadi.com</keyword> busts a few myths that have always been associated with the <keyword id="9812959" type="UNKNOWN" weightage="20" keywordseo="matchmaking-process">matchmaking process</keyword>.</li></ul> If you have watched <keyword id="128682" type="COMPANY" weightage="20" keywordseo="Netflix">Netflix</keyword>’s show, <keyword id="9578486" type="LOCATION" weightage="20" keywordseo="Indian-Matchmaking">Indian Matchmaking</keyword> and flinched every time someone said on the show that marriage for a woman is all about them compromising, we have some good news for you. A recent survey by matchmaking portal Shaadi.com has busted a lot of the myths that the show propagated, the biggest of which is, close to 83% women don’t want to compromise when it comes to finding the perfect partner. The show which charts the matchmaking process of ‘<keyword id="9648465" type="PERSON" weightage="20" keywordseo="sima-taparia">Sima Taparia</keyword> from Mumbai’, holds on to a lot of stereotypes like singles are still very concerned about the age they get married in (which means there is a particular age you should definitely be married by), or that the only way of finding that perfect partner is by being ‘flexible and compromise’. However, according to the findings of the survey, women are now looking for compatibility more than anything else. The women of today know what they want and would like to marry someone that meet their preferences. <div type="image" title="Survey_Infographic" msid="77715793" hostid="261"></div> Moreover, while matchmaking is still a family affair in India, the survey also revealed that singles are increasingly taking control of this journey. Reflecting in the member split on the platform, 70% profiles are created by the people wanting to get married and 30% are created by parents. We recently caught up with Adhish Zaveri, Director – Marketing, Shaadi.com who gave us deeper insights into the survey and spoke to us about how the process of matchmaking has evolved over the years. Watch the conversation here: <div type="Video" msid="77715779" hostid="261" title="Adhish Zaveri of Shaadi.com tells us how matchmaking has evolved" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=77715779"></div>

Despite what Sima Taparia from Indian Matchmaking told you, for 83% women finding the right match is about compatibility and not compromise: Survey

<ul><li>To those who put women through this beauty test during the matchmaking process, Dove asks how much beauty is enough. </li><li>Conceptualised by <keyword id="531122" type="COMPANY" weightage="20" keywordseo="Ogilvy-India">Ogilvy India</keyword>, the ad urges you to look for the beauty, not the flaws!</li></ul>Dove’s latest film walks us through hard-hitting, real stories of beauty-based judgement and rejection faced by women during the matchmaking process, and the impact this has on their self-esteem. <div type="Youtube" id="E3kWzRB6Yy8" title="Dove | #StopTheBeautyTest (Hindi)" thumbUrl="https://i.ytimg.com/vi/E3kWzRB6Yy8/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="India's Beauty Test" text="India's Beauty Test">India's Beauty Test</cmsannotation> The search for beauty can often be ugly and diminishing. A recently conducted “India’s Beauty Test (2020) Report” reveals some unsettling statistics about the pressures and anxieties around conforming to a narrow ideal of beauty in the run-up to arranged marriage. An alarming 9 out of 10 single women in India feel that they are judged and rejected based on their looks during the marriage process. Furthermore, 68% claimed that rejections based on beauty during the arranged marriage process impacted their self-esteem and confidence. Dove’s #StopTheBeautyTest, a film born out of conversations with women from across the country, captures some raw situations where women are judged during the matchmaking process for not being beautiful enough. It goes on to emphasize the unspoken impact of these judgements on their self-esteem and body confidence. Through real stories enacted by real women, Dove sends out a powerful message – We must stop putting women through this unjust beauty test. Dove wants to start and sustain this important conversation now. The need for systemic change Acting upon this, Priya Nair, Executive Director, HUL &amp; VP – Beauty and Personal Care South Asia opined, “In a country of 631 million women, it is unfortunate that there is such intense pressure to adhere to one definition of beauty. As owners of some of the largest beauty brands in the country, the onus to make beauty more positive and more inclusive is on us. Dove has always believed that beauty should be source of confidence, not anxiety. With #StopTheBeautyTest, we want to go one step forward in that direction.” Supporting the campaign objective, Dove is partnering with leading matrimonial platforms, based on the shared belief that the matchmaking process should be free of beauty biases. Dove and Shaadi.com have also come together to encourage users on the platform to look beyond body type, complexion, scars on face or hair type and length, to see new sizes and shades of beautiful. In addition, Dove will also help rewrite matrimonial ads free of beauty biases to drive significant change in this direction. To foster change with media, Dove will partner with leading women magazines in India, to celebrate the beauty of women who were not seen as beautiful enough in the run-up to marriage. In an exclusive partnership with UNICEF, the Dove self-esteem project aims to reach 6.25 million girls and boys in schools by 2024 to improve their knowledge and skills so that they enhance their body confidence and self-esteem through education materials to realize their full potential in India.* This comes in conjunction with Hindustan Unilever’s overarching effort to evolve the definition of beauty across its portfolio of brands. The campaign is a progressive step of a larger change that HUL and Dove intend to herald.

Dove's latest ad talks about India's flawed matchmaking process and the impact it has on women's self-esteem and body confidence

Adhish Zaveri of Shaadi.com tells us how matchmaking has evolved

<ul><li>In our latest interview series, we talk to brands to understand how they are coping with the new normal and their strategies towards navigating these difficult times.</li><li>While the wedding industry has come to a standstill due to the lockdown, <keyword id="127971" type="PERSON" weightage="20" keywordseo="Anupam-Mittal">Anupam Mittal</keyword>, Founder &amp; CEO, <keyword id="260777" type="COMPANY" weightage="20" keywordseo="shaadi-com">Shaadi.com</keyword> tells us how they are ensuring the <keyword id="6454941" type="UNKNOWN" weightage="20" keywordseo="matchmaking">matchmaking</keyword> industry doesn't impact too much for the lockdown.</li><li>Mittal talks about all the things the organization is doing to ensure its seamless functioning while also innovating to bring people together in the midst of a lockdown.</li></ul>It's been over a month since we have been locked up inside our homes, venturing out only if absolutely essential. It has changed the way we lived our lives, went about our professional lives and it is bound to have a far-reaching impact on how we live in the future too, in the post-Covid world. Despite the obvious cons that the pandemic brought with it, there has been a silver lining to the entire situation. Most organizations have been thrown into the middle of a crisis and it is proving to be a trial by fire. Businesses have had to put their thinking caps on and innovate, to be relevant in a world where consumers are stuck at home and a lot of them are doing a good job, testing their own agility and adaptability. While there are some segments that haven’t been impacted as badly as a few others, there are some segments, like the live events space, cinema, retail etc, that thrive on human presence and have been majorly impacted. Another segment that has been obviously impacted is matrimonial sites. For a business that thrives on bringing people together so that they can meet up, get to know each other and eventually decide if they want to live their lives together, making all this happen while under a lockdown has been a challenge. However, Shaadi.com took up this challenge head-on and has been coming up with innovative solutions to make sure that people on the lookout for love and a life partner aren’t left stranded. We recently caught up with Anupam Mittal, Founder &amp; CEO, Shaadi.com to understand how they are sticking to their idea of togetherness in times of social distancing. He also tells us about their marketing campaigns and the steps they are taking to ensure that the consumer experience on their platform remains seamless. Edited excerpts: Q) The past few weeks have been very difficult for the world in general and businesses have had to rethink how they do business. For an organization like yours, what have been the functional challenges? The impact of this pandemic has truly been unprecedented and some of our biggest challenges revolve around the radical changes we are seeing in human behaviour. For one, consumer habits have changed overnight, and we’ve had to reorient towards the new consumer in a very short period of time. What was once a smart business decision, could now be seen as one lacking empathy. Relevance, empathy and compassion have taken centerstage in this large-scale humanitarian crisis. We are working extensively on employee wellbeing and have a dedicated team driving this. We have made 3 services available to employees for free – counselling, medical services and fitness training. We have also put an empathy fund in place that employees facing economic hardship, can draw down upon. For our users, we have added the lockdown days as free days to their subscription. Working from home also comes with its own set of challenges. While it might be comfortable for a lot of us, there are several people who live in small homes and don’t have access to the most reliable internet connections. Providing them all the necessary tools to perform their duties seamlessly has been fairly challenging. Q) 'Weddings from Home' is an interesting and innovative concept. What was the thought behind it? What kind of reception has it seen so far? This initiative finds its roots in our promise of togetherness, and in times of social distancing this is our way of delivering on the promise. We wanted to do something contextual and we felt WFH hit all the right notes – <ol><li>In India, weddings are a major production that are planned way ahead of time. So, there was the practical consideration for people having to reschedule their wedding.</li><li>It also demonstrated a victory of the human spirit of sorts by cocking a snook at the Corona Virus. Saying, in a way, come do your best but I will not succumb.</li><li>Finally, it sent a strong social message that if some can get married from home, the least others can do is stay at home and save human lives.</li></ol>Based on above, we decided that it was time for the Big Fat Indian Lockdown Wedding. The interest amid users has been overwhelming. We’ve got a bunch of people reaching out to us, thanking us for what we’re doing. We have already done two weddings, one on the 14th &amp; 19th April and we have another one finalized for 8th May. We are receiving about 4 -5 requests every day. Q) The wedding industry has now come to a complete standstill and it might affect you as an organization too. Even if the lockdown is lifted, it might still take a long time for things to get back to normal. What plans do you have in place to minimize business impact on your organization? We are in the matchmaking business, so not directly or as significantly impacted. Our registration and platform engagement metrics continue to hold well and we expect them to do so in the time to come. Having said that, we expect some parts of the business to stay muted and in anticipation of this we’ve taken some important steps as an organization. <ol><li>Avoid predicting the future – Stay agile and operate with short term cadence </li><li>Move to a Zero Based Budgeting approach – Trim out all the unnecessary fat in expenses and invest in aspects that drive growth </li><li>Keep your ears to the ground. Stay connected with the consumer and keep pace with their changing habits. </li><li>Act with empathy and compassion across the board, be it employees, partners or consumers. </li></ol>Q) How is the 'Wedding from Home' benefiting small-scale wedding industry vendors? April and May is the wedding season and is one of busiest times for all wedding vendors. However, due to the lockdown and by virtue of weddings getting postponed indefinitely, a lot of small vendors are at risk of going out of jobs. Initiatives such as Weddings From Home can prove to be instrumental in giving them a livelihood despite the lockdown. For instance- Prius Sharan Tripathi, the priest conducted the wedding via video calling, while Mumbai-based makeup artist Chriselle Baptista has been roped in to help with makeup through tutorials and Faridabad-based singer and performer Vanita Sharma was hired to play the dhol during the sangeet. While the scale of impact is limited at this point in time, every little bit of support counts. Q) Are there any innovations that you introduced during the lockdown period to help matchmaking from home a seamless experience? Yes, we introduced some and a few are in the pipeline. In fact, one of the first things we did was to actually waive off membership fees during the lockdown period for premium members. This has played a pivotal role in improving the matchmaking experience for many since it ensures lesser friction in the process. Our tech team is also working round the clock to deliver some tech interventions that can materially improve the matchmaking experience of our members. We expect these to play out in a week or two. Q) What have your key learnings from this experience been so far? <ol><li>Agility over Experience: Your years of experience are largely nullified in such exceptional times and staying agile drives a lot more value for the business </li><li>Togetherness is a sentiment that is timeless and all the more relevant in a crisis </li><li>Communicate constantly and clearly – Be transparent with your team, with your members and with the people at large. And talk to them at regular intervals, it alleviates some of their anxiety. </li></ol> Q) When it comes to communicating with consumers during a period of crisis, it is extremely important to make sure your brand communications don't come across as opportunistic or insensitive. How have you ensured that during these past few weeks? We’ve always had our ears to the ground and our orientation towards compassion and empathy have held us in good stead. One of the first thing we did was to ready a document that would reflect our Brand Purpose in the times of Covid-19. Every single employee was asked to imbibe these values and it had to reflect in their approach, regardless of their function. We’ve also taken the route of staying optimistic and communicating positive human stories in an otherwise morbid world. Powerful human stories are proving to be invaluable in driving positive sentiment and if your brand can be the creator of positive human stories and drive genuine community impact, it will be remembered by the people long after this is behind us. Some of our campaigns such as Weddings From Home or Dil Toh Mil Hi Sakte Hai are a reflection of these amazing human stories. Q) How large will the impact of the lockdown be on the overall wedding industry? Do you see things picking up in the later half of the year, if things slowly start getting back to normal? If Covid-19 is entirely behind us, then yes, I expect there to be a strong resurgence in the wedding industry. The question that looms large is, will this be entirely behind us? Will we be allowed large scale gatherings once again? No one really knows. On an average, a wedding in India employs 200 people, many of which are small-time businesses. It’s going to be incredibly challenging for them to survive this downturn though. I’ve been reading reports about how several people in this industry are moving out of the business and are opening kirana stores or other such businesses which aren’t as badly impacted by the pandemic. While the big wedding planners might survive this, it is going to be incredibly hard for the small-time decorator or mehendi artist to make ends meet, solely on this business for the next few months. Post 6 months, we expect the business to revive.

Marketing in the times of Covid-19: Shaadi.com

<keyword id="3658" type="General" weightage="50" keywordseo="india" source="Orion">India</keyword>'s mixed-martial arts, Matrix Fight Night, will return to the National Capital Region once again with <keyword id="142208" type="General" weightage="80" keywordseo="mfn" source="Orion">MFN</keyword> 12 set to take place on July 1 at the Noida Indoor Stadium. In the Main Event of MFN 12, India's <keyword id="11572" type="General" weightage="100" keywordseo="angad" source="Orion">Angad</keyword> Bisht will defend his Flyweight title against Brazil's <keyword id="17635032" type="General" weightage="50" keywordseo="hugo-paiva" source="Orion">Hugo Paiva</keyword>. Bisht defeated Egypt's Mohamed Gamal for the Flyweight title at MFN 10 in November 2022. Speaking on the upcoming title match, Angad said, "I am ready for the fight as always. I have trained well over the past few months and retaining the prestigious MFN title has been my goal ever since the match-up was announced. I will give my all once again, but it will be a good fight against Brazil's Hugo Paiva, who is a tremendously skilled fighter as well. But I will have a few tricks up my sleeve." Asked about his opponent, Brazil's Hugo Paiva said, "I am excited to come to India to win the MFN title. I have a strong opponent to face who has been unbeaten in his past couple of fights. But I have trained well with my team and we are confident that we will make an impact. My aim is not only to win the title, but also to entertain the fans." Meanwhile, India's highest-ranked female MMA fighter Puja Tomar will also defend her Strawweight title against Russia's Anastasia Feofanova. Ayesha Shroff, Co-Founder MFN, said, "Absolutely thrilled to share this exciting card with you all! MFN is poised for the next chapter and this is a fantastic step towards that announcement." <keyword id="1387697" type="General" weightage="50" keywordseo="krishna-shroff" source="Orion">Krishna Shroff</keyword>, Co-Founder MFN, further added, "Being my first time playing Matchmaker, I had a blast with this one. The fight card makes or breaks your show because at the end of the day, your fighters are the stars. They are the main characters people come to see. So there is a lot of expectation and pressure riding on them to put on exciting fights and perform. My job is to make that slightly easier and to help take the show a notch higher by putting together the best matchups between fighters who have the most interesting stylistic matchups, specifically. With 2 championship belts on the line, some huge names from the Indian combat world, and massive international talent from across the globe, MFN 12 promises to be next level." SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/auto/news/maruti-suzuki-jimny-vs-honda-elevate-comparison-of-features-and-style/slidelist/100815083.cms">Maruti Suzuki Jimny vs Honda Elevate – Which SUV suits your need</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/corporates/news/tcs-looking-to-grab-opportunities-arising-due-to-global-shifts-in-energy-and-supply-chain-says-chandrasekaran/articleshow/100815501.cms">TCS looking to grab opportunities arising due to global shifts in energy and supply chain, says Chandrasekaran</a>

Indian MMA fighter Angad Bisht to defend Flyweight title on July 1 — All you need to know

<ul><li>After the success of Fabulous Lives of <keyword id="411379" type="General" weightage="80" keywordseo="bollywood-wives" source="Orion">Bollywood Wives</keyword> on <keyword id="128682" type="General" weightage="80" keywordseo="netflix" source="Orion">Netflix</keyword>, Disney+Hotstar released <keyword id="15483787" type="General" weightage="20" keywordseo="moving-in-with-malaika" source="Orion">Moving in with Malaika</keyword> on the life of actor and model, <keyword id="2060" type="General" weightage="80" keywordseo="malaika" source="Orion">Malaika</keyword> Arora. </li><li>Masaba Masaba, one of Netflix India’s top originals, is also a fictionalized account of the lives of designer Masaba Gupta and her mother, actor Neena Gupta. </li><li>Lock Upp, hosted by actor Kangana Ranaut, garnered 15 million views in 48 hours. </li></ul>Almost 15 years after Keeping up with the Kardashians made its debut, and after the Real Housewives franchise made it to every top American city — Indians are being treated to something similar. Months after the second season of The Fabulous Lives of <keyword id="143" type="General" weightage="100" keywordseo="bollywood" source="Orion">Bollywood</keyword> Wives debuted on Netflix, Moving in With Malaika has started trending too on Disney+Hotstar — showing that the Kardashian culture is slowly but surely being taken in. Moving in With Malaika is highly discussed on social media with good reviews as well as bad ones — showing that it’s caught the audience’s attention. <div type="twitter" handle="Sharanyashettyy" handlename="Maya" image="http://pbs.twimg.com/profile_images/1601596412239958016/QHsU1_-7_normal.jpg" favoritecount="60" retweetcount="3" status="There are bad shows, terrible shows, and then there's Moving in with Malaika, which should never have been made and… https://t.co/cX9TjC4EPK" createdat="1671618739000" id="1605511477678419970"></div> <div type="twitter" handle="geetsharma_99" handlename="Geet Sharma 💕" image="http://pbs.twimg.com/profile_images/1402622258405855236/IKs3x06v_normal.jpg" favoritecount="12" retweetcount="2" status="Moving in with Malaika is the perfect mix of drama, fun, adventure, basically everything us Indian love ✨" createdat="1671981045000" id="1607031098504249345"></div> <cmsannotation type="cmsannotation" annotationid="An insider’s view" comment="subhead2" text="An insider’s view">An insider’s view</cmsannotation> Indians who have been enjoying the inside news and gossip on Koffee with Karan, which is in its seventh season — were treated to an even deeper dive into celeb lives with Dharmatic Productions’ Fabulous Lives of Bollywood Wives on Netflix. Netflix also came out with Smriti Mundhra’s Indian Matchmaking with Sima Taparia and BBC’s What the Love! with Karan Johar. Both these shows found their way to memes, more than audience hearts. Netflix got third time lucky after the show on four wives in the Bollywood circuit who Karan Johar is friends with, along with Shah Rukh Khan’s wife and entrepreneur Gauri Khan – found success. The show focuses on the lives of jewellery designer Maheep Kapoor (wife of actor Sanjay Kapoor); actor Neelam Kothari (wife of actor Samir Soni); entrepreneur Bhavana Pandey (wife of actor Chunky Panday); and fashion designer Seema Sajdeh (ex-wife of actor Sohail Khan). Season 2 of Fabulous Lives of Bollywood Wives was ranked in the <a href="https://top10.netflix.com/india/tv">Top 10 TV shows </a>on Netflix for one week or more across seven countries. Moving in with Malaika features only one titular character, and is produced by Banijay Asia — but is on similar lines as Fabulous Lives. So much so, Seema Sajdeh was one of the many celebrities (almost every episode had one) featured on the show. It’s also important to mention that Malaika Arora was also a part of Fabulous Lives of Bollywood Wives – and her show has taken the clique ahead. Though the viewership of Moving in with Malaika is not yet available, 1,350 users of the movie and video database IMDb have given the show an <a href="https://www.imdb.com/title/tt24132346/ratings/?ref_=tt_ov_rt">average rating of 6.5/10</a>. <cmsannotation type="cmsannotation" annotationid="The surreal lives of real housewives" comment="subhead2" text="The surreal lives of real housewives">The surreal lives of real housewives</cmsannotation> This formula of celeb lives was tried and tested long back with a 2012 show <a href="https://www.imdb.com/title/tt8269480/">Khan Sisters </a>on bindass on the lives of actors and sisters Gauhar and Nigar Khan. Released long before the era of OTTs and connected TVs, the show failed to strike a chord with the audience, drowning in the vast jungle that is the Indian TV universe. This time, however, on the right platform, Kardarshian-like shows are taking off with the Indian audience. The Indian shows – Bollywood Wives and Moving in with Malaika are so similar to the American versions that one of the stars mouthed similar dialogues too. Actor Ananya Panday, daughter of Bhavana Pandey, made a brief appearance in Season 1 of Fabulous Lives of Bollywood Wives and said a dialogue that seemed to be straight out of Khloe Kardashian’s mouth. “When I was young, I thought my name was ‘f*ck’ because my mom said it so much,” said Ananya Panday. “My mom cursed so much when we were little, I thought my name was ‘f*ck,’’ Khloe Kardashian <a href="https://twitter.com/xmanishaa/status/1333326528013344770?s=20&amp;t=Zc_DUEZanoCPiFpeFUvdtw">had said, first</a>. <cmsannotation type="cmsannotation" annotationid="India’s history of reality TV" comment="subhead2" text="India’s history of reality TV">India’s history of reality TV</cmsannotation> There have been more such experiments that the OTT audience seems to be lapping up. Netflix’s Masaba Masaba–a dramatized and fictionalized account of designer Masaba Gupta’s life–is a hit with the audience. Season 1 of the show was in the top ten TV shows on Netflix in two countries, and Season 2 was in the top ten in five countries. Starring the designer herself, along with her mother, actor Neena Gupta, the show has emerged as a ‘comfort watch’ for people, raking in praises, and a fair share of nominations - even if no awards. Netflix also experimented in this genre (dramatized stories of real celebrities) with the film AK vs AK, starring Anurag Kashyap and Anil Kapoor. While it didn’t garner the popularity of OTT hits like Mirzapur or Delhi Crime, it did leave a mark on critics and cinephiles alike. These shows are another dimension of reality shows which have always been popular with Indians – on TV and OTT alike. Of course, there are also shows like Lock Upp and Bigg Boss which force different celebrities into close encounters and supposedly uncomfortable situations. Lock Upp, hosted by actor Kangana Ranaut, <a href="https://timesofindia.indiatimes.com/tv/news/hindi/kangana-ranaut-on-lock-upp-garnering-15-m-views-in-48-hours-of-launch-i-am-overwhelmed-with-the-response-the-show-has-received/articleshow/89943915.cms">garnered </a>15 million views in 48 hours. Shows which look like reality caught on camera, have created a set of audiences. It remains to be seen how many seasons they sustain the interest of audiences. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/dhaniya-diapers-and-tomatoes-among-the-top-picks-for-indians-on-grocery-apps-in-2022/articleshow/96622334.cms">Dhaniya, diapers and tomatoes among the top picks for Indians on grocery apps in 2022</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/auto/news/december-auto-sales-could-skid-sequentially-on-production-constraints-purchase-deferrals-due-to-inauspicious-period/articleshow/96617021.cms">December auto sales could skid sequentially on production constraints, purchase deferrals due to ‘inauspicious’ period</a>

Keeping up with Indian celebrities: Moving in with Malaika trends after Bollywood Wives

<ul><li>When you are fighting a never-ending battle against age-old norms and working towards building an inclusive future for all genders beyond the binary, every small step counts.</li><li>This listicle is an effort to appreciate brands and advertising agencies that gave under-represented communities a much-needed chance to voice their concerns through their advertising campaigns.</li></ul>The first half of 2021 gave us some unpleasant personal memories that we all want to bury but the second half gave us some incredible campaigns that pushed the advertising and marketing industry a step forward towards inclusivity. These campaigns gave us hope that there will be a better tomorrow and reminded us to keep believing in ourselves. Some brand campaigns were like a warm hug that made us miss our childhood days -- when we didn’t have to worry about hustling remotely and catching a deadly virus -- and some encouraged us to keep fighting for gender equality. According to a study conducted by Cannes Lions and Google, consumers in APAC want to see more groups represented in marketing, and there’s a <a href="https://www.thinkwithgoogle.com/intl/en-apac/feature/year-in-search-for-brands/">strong appetite for more inclusive content</a>. But as per their research, it seems not enough inclusive content is being created. Only 1 in 5 consumers feel represented in the ads they see. The same research found that male characters in ads are significantly more likely to be shown as having an occupation than female characters (25.5% compared with 16.7%) and are shown as funnier than female characters (22.1% compared with 15.4%), while female characters are more sexualized than male characters — female characters are 4X more likely to be shown in revealing clothing than male characters (10.8% compared with 2.25%). However, there’s still hope. The Indian advertising and marketing world has taken a few baby steps towards gender equality and inclusivity this year. In this listicle, we look at a few brand campaigns that challenged regressive gender and cultural notions in an attempt to make a difference. UNAIDS’ The Mirror | Agency: FCB India The film, ‘The Mirror,’ portrays a young boy who is pouting and opts out of playing with other children during a big Indian kite festival. His mother eggs him on but he sneaks off downstairs alone. He drapes himself in a woman’s scarf, and smiles as he sees his reflection in a mirror. Moments later, his mother and his grandmother catch him dancing dressed up. The music track stops, and the women stare at the boy. A few seconds of dread pass by and suddenly the women join him. This advertisement by FCB India and UNAIDS highlighted how gender diversity is not a lifestyle choice but an inherent right of all people. Gender stereotypes, especially towards LGBTIQ+, lead to stigma and discrimination. This is more pronounced in children and adolescents as diversity among them is not commonly understood and society puts massive pressure on them to conform to assigned gender norms at birth. <div type="Youtube" id="oulxCQeZtDo" title="The Mirror" thumbUrl="https://i.ytimg.com/vi/oulxCQeZtDo/mqdefault.jpg"></div> Bhima’s Pure as Love | Agency: Animal Bhima Jewellery's ad shows us the journey of a brooding, unshaven boy who, thanks to the love and support of his loving, supportive family, transforms into a happy, confident young woman. The story is told with such simplicity and so much sensitivity that you rejoice with the character by the end of the film. What works in favor of the brand is, its inclusion in the story doesn’t feel forced. It is just seamlessly a part of the narrative. The young man is slowly growing more accepting towards himself, there is a lot of acceptance from everyone around him too. The film is full of love and the jewellery is just a part of the narrative. It is present, almost in every frame, but never the main focus. <div type="Youtube" id="NtaLr_r8R2E" title="Bhima Jewellery. Pure as love." thumbUrl="https://i.ytimg.com/vi/NtaLr_r8R2E/mqdefault.jpg"></div> Elegant Steel’s Nari Shakti - The Steel Within | Agency: FCB India Launched during Navratri, this campaign pointed out how the irony of celebrating Nari Shakti and female power for the nine days is very stark. Because for the rest of the year, we get busy dis-empowering her. How this biased narrative is maintained is through words. Cruel words, words aimed to put you in boxes, words to shame, words to make sure you never ever discover your true power within. When even one woman, refuses to succumb to this narrative, the swords and the pitchforks come out. Because you see, one woman freeing herself from the narrative, can inspire millions to break free, refuse to be cowed down and write their own story. This campaign celebrates women and the power they find within themselves to fight for a seat at the table and hopes for a better future for them. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Mohey’s Kanyamaan In India, weddings are all about rituals and traditions that bring about a happy union. These age-old Hindu rituals have been an intrinsic part of our society and one of the most important being ‘Kanyadaan.’ Questioning this outdate practice, Alia Bhatt and Mohey’s ad aimed to promote a more inclusive and equal space for women in marriage and in life. It strives for a balance between tradition and equality. Through the film, Alia talks about a new idea that creates a union between the ritual itself and its underlying thought process placed in modern context. However, the campaign did not well with social media trolls. They called for a boycott on the brand for targeting Hindu religion but the brand did not bow down. The campaign was an important reminder that we need to take another look at regressive practices that benefit patriarchy. <div type="Youtube" id="hUNAMOCocDE" title="Alia Bhatt Mohey Manyavar Ad TVC" thumbUrl="https://i.ytimg.com/vi/hUNAMOCocDE/mqdefault.jpg"></div> Vim’s Nazariya Badlo, Dekho Bartano Se Aage | Agency: Lowe Lintas The TVC was a story of a prospective matrimonial arrangement, where the ‘independent guy’ under the implicit assumption that it is the wife’s job to cook and clean, tries to impress the girl by offering to ‘help’ her with cooking. The girl immediately offers to ‘help’ him with dishes, gently nudging him to be independent in household chores as well, as she could get late from work. The boy’s initial shock and eventual change of perspective drives home the campaign message of ‘Nazariya Badlo, Dekho Bartano Se Aage’. The girl in the ad is not only ‘more than her chores’ but also a change-maker who calls for equal partnership. <div type="Youtube" id="cWIo7lTfdqs" title="Vim Liquid | Making dishwashing easy (Hindi)" thumbUrl="https://i.ytimg.com/vi/cWIo7lTfdqs/mqdefault.jpg"></div> Saffola’s Rakhna Heart ka Khayal | Agency: Mullen Lintas Moving away from the stereotypical gender role of a woman taking care of the husband and the family’s health, Saffola’s film reversed gender roles and showcased a modern couple where the husband is looking after his wife. It portrays the husband as the one who is concerned about the stress his wife goes through at work and its impact on her heart. While he cannot take away her stress, no matter how much he would like to, he does what’s in his control to take care of her heart. With this ad, Saffola and Mullen Lintas challenged the stereotypical FMCG ads we are tired of seeing. <div type="Youtube" id="VHqQwPCAT10" title="Saffola Gold Stress Film|Hindi|30sec" thumbUrl="https://i.ytimg.com/vi/VHqQwPCAT10/mqdefault.jpg"></div> Boondh’s UnGender Menstruation | Agency: Schbang Menstruation has historically been a taboo subject in India. In recent times, while a lot of conversation has driven the discourse out into a space of open discussion, most of it has been led by cisgender women. The highly feminised language around menstruation has caused thousands of non-cisgender-women menstruators to wake up and still feel incorrect about a physiological process that doesn’t define their identity. To tackle the lack of representation in this space, Schbang For Good, the impact communication division of Schbang and Boondh Social Foundation had collaborated on Menstrual Hygiene Day, to shed light on the experiences of menstruating people who do not identify as cis-woman and highlight the shared struggles of every menstruator. Cadbury’s Kuch Khaas Hai | Agency: Ogilvy India Who hasn’t heard about Cadbury’s remake of Kuch Khass Hai ad? This campaign by Ogilvy India started a conversation on nostalgia and gender equality. The ad reversed the gender roles and normalised men showing emotions and cheering for their women partners. <div type="Youtube" id="z_OtC06ndUE" title="Cadbury Dairy Milk wishes #GoodLuckGirls to all those hitting it out of the park." thumbUrl="https://i.ytimg.com/vi/z_OtC06ndUE/mqdefault.jpg"></div> Dove India’s StopTheBeautyTest | Agency: Ogilvy Dove’s StopTheBeautyTest film walked us through hard-hitting, real stories of beauty-based judgment and rejection faced by women during the matchmaking process, and the impact this has on their self-esteem. <div type="Youtube" id="E3kWzRB6Yy8" title="Dove | #StopTheBeautyTest (Hindi)" thumbUrl="https://i.ytimg.com/vi/E3kWzRB6Yy8/mqdefault.jpg"></div> Swiggy’s Women’s Day ad Swiggy’s campaign aimed to bring about a change in the objectionable images of women that pop up when one searches for the term ‘Desi Masala.’ Swiggy urged its users to flood the Internet with posts and pictures tagging authentic Indian spices on websites, blogs, forums, and social media platforms that will help get rid of the lurid connotation that currently exists. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> WeWork’s Women Day ad This campaign showed how stereotypes and biases at the workplace still haven't changed across the world. <div type="Youtube" id="9RMIdAEYLnE" title="WeWork India | International Women's Day 2021" thumbUrl="https://i.ytimg.com/vi/9RMIdAEYLnE/mqdefault.jpg"></div>

10 Indian campaigns that made great strides towards gender equality and inclusivity in 2021

In the <a href="http://www.businessinsider.in/searchresult.cms?query=Tinder">Tinder</a> Age of <a href="http://www.businessinsider.in/searchresult.cms?query=Internet+Dating">Internet Dating</a>, most <keyword id="6367193" type="PERSON" weightage="20" keywordseo="Dating">dating</keyword> apps are aping the <a href="http://www.businessinsider.in/searchresult.cms?query=Tinder">Tinder </a>model for dating – you swipe right, the other swipes right too, you’re a match, blah blah blah blah. 
 
However, one of these stands out. Imagine a <a href="http://www.businessinsider.in/searchresult.cms?query=matchmaking+app">matchmaking app</a> that requires you to get medically tested apart from 8 other verifications to get you onboard to find a match. Basically, it’s like <a href="http://www.businessinsider.in/searchresult.cms?query=Tinder">Tinder</a>, for the ‘safe’ players. Crazy, but true. 
 
Who’s this: 
Say hi to<a href="http://www.truejodi.com/" target="_blank">Truejodi.com</a>, an Indian dating app, which already has 1.3 million users and 600k app downloads. Believe it or not, it’s the only revenue generating dating app in India. They’re completely bootstrapped. 
 
It’s developed by the same guys who made QuackQuack. 
 
The Issue: 
How many times have you come across fake profiles on dating sites? It’s exhausting. 
 
Many of the singles in India, even NRIs look for matches on traditional <a href="http://www.businessinsider.in/searchresult.cms?query=matrimonial+sites">matrimonial sites</a>. These people want more than a night of ‘boom boom’. They’re in for a <a href="http://www.businessinsider.in/searchresult.cms?query=serious+relationship">serious relationship</a>, or want to get married. 
 
When it comes to marriage, even a <a href="http://www.businessinsider.in/searchresult.cms?query=serious+relationship">meaningful relationship</a>, factors like age, education, income and location are critical. However, many people fake this to get better matches. 
 
They’ll show they are 3-5 years younger, so they could fit into the ‘marriageable age’ bracket. Some even fake educational qualifications, even income figures to make it seem they’re ‘well settled’. You don’t want to date, or marry a fake person. 
 
Add to that the trolls. They’ll hit on random girls, and make pathetic requests. They’ll even Photoshop their pictures to appear more beautiful. These fraud profiles often scam gullible people. 
 
That’s sick. 
 
The Answer: 
Imagine <a href="http://www.businessinsider.in/searchresult.cms?query=Tinder">Tinder</a>, but with mechanisms to verify each user’s identity. 
 
Here’s how they verify your details: 
 
Photos: No obscene/spam allowed. Studio shots are not acceptable. Your photos will also be cross verified with the photo ID proof submitted to ensure only real photos are accepted. 
Mobile Number: Avoids duplicate profiles with common mobile number. 
Facebook: Having at least 30 friends is essential for this verification step. 
ID proof: Upload a Govt approved ID proof. This helps identify a user’s age, full name and a genuine photo which can help cross verify photos. 
Income: Attach latest three months salary slips or the previous year’s IT returns. 
Medical records: This app has tied up with labs across India who do home collection of blood samples from users and they’re tested for vital health factors, diseases, medical history so their prospective matches can get a complete picture of someone’s health. 
 
Each of these tests, with many more like address and so on result in a trust rating point. A minimum of 4 trust rating points are needed to even checkout matches. This keeps fakes and frauds at bay. 
 
So why make the effort? If you’re serious about <a href="http://www.businessinsider.in/searchresult.cms?query=dating">dating</a>, you might as well ensure you’re not dating a crook. 
 
<a href="http://www.truejodi.com/">Image Source</a>

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