Banihal launches its new TVC with Ki &Ka stars
Banihal, a service to find your perfect match uses an elite algorithm to ensure matrimonial success has launched its new TV ad campaign. The TVC features Bollywood stars Kareena Kapoor and Arjun Kapoor and is a spin on their upcoming and highly-awaited flick Ki &Ka. Through the TVC, the two tinsel town biggies turn the spotlight on how today’s fast-paced and cosmopolitan world has completely altered the dynamics of marriage. Everyone has distinct and very specific preferences.To find someone who fits in well with one’s idea of a wedded life, the best bet is to log on to the modern scientific way of finding a partner, via Banihal. The TV ad film has been created by Hope Productions and has been scripted by R Balki who is also the director of Ki &Ka. R Balki said, “It was a pleasure working with Banihal… The innovativeness of the product and the passion of Ishdeep blew me away. And the perfect fit with Ki and Ka made the association inevitable.”
Incorporated in 2014, Banihal decided to collaborate with Ki &Ka as the plot and message of the Indian rom-com drama film dovetails perfectly with the core proposition of the match-making platform. The protagonists, Kia and Kabir, are the perfect match for each other. Kabir is a self-assured man who is certain he doesn’t want to be a part of the professional rigmarole. He is happy being at home and tending to the house while Kia is an ambitious career woman. Both make a perfect match and overlook stereotypical gender roles to create a life that best suits their unique needs. Banihal, too, caters to such confident and forthright young people of 2016 who aren’t afraid of admitting who they are and what makes them happy. It helps the young, passionate and educated Indians of today to find a partner in a way that overrides the conventional.
Speaking on the new TVC, Ishdeep Sawhney, Founder & CEO, “The current matrimonial solutions are either targeted at parents or are dating sites for youngsters. Nothing really exists for those looking for a real, meaningful match on their own.They need something that works with their busy professional careers. Banihal meets the needs of such young individuals looking to meet the right person who intuitively understands their unique aspirations for a married life.”
He further added, “Ki & Ka is a really innovative film which will have a huge appeal for India’s cosmopolitan, heady working professionals. This group is tired of their parents or society determining what kind of a partner they should spend the rest of their lives with. Add to that the widespread popularity and fandom that Kareena Kapoor and Arjun Kapoor enjoy among the youth. Partnering with the stars and this film was therefore the ideal way for us to reach out to our target markets. The idea is to let them know that they too can get lucky like Ki and Ka and find someone just right for them with Banihal!”
Banihal uses a neuroscience-based recommendation engine for finding the perfect life partner. It focusses on 25-30 year old professionals who are well-educated and successful in their careers and adds value to their search for a life partner by giving them five of the most appropriate matches. These individuals are not on dating sites or matrimonial sites but are looking for something like Google to answer the question of how they can build a fulfilling family life. The TVC campaign by the brand seeks to illustrate this differentiated offering so that more and more people can find their perfect someone and have a ‘happily ever after’ with the platform.