NEW YORK: Shaadi.com, the world’s largest matrimonial portal has won the ‘Innovative Digital Marketing Solutions’ award at the Internationalist Awards, held in New York. Shaadi.com bagged a Bronze for its anti-dowry campaign. The award was presented by John Williams, Vice President, BBC Worldwide. ‘Internationalist Awards’ is organized by Internationalist, a US based advertising, media & marketing space magazine. The Winners Gala was produced in association with BBC World News, the Financial Times and Publicitas.
Shaadi.com was a first time entrant and competed against nearly 200 entries from over 30 countries. It was only the second Indian company in the list of 43 award winners that were considered as examples of best practices of innovative strategy, solutions worldwide.
The “Angry Brides” campaign was launched on Shaadi.com’s Facebook page to highlight the practice of illegal dowry demands in India.
The game went viral and received an overwhelming response from people in over 35 countries. What is remarkable is that out of the 500,000 people that played the game, over 200,000 were women. This strongly reflects the changing approach of women against the social evil of Dowry.
Commenting on the occasion, Gourav Rakshit, Chief Operating Officer (COO), Shaadi.com said, “It is a proud moment for us at Shaadi.com to see an Indian social media initiative like ‘Angry Brides’ getting noticed at a global platform.
As a brand, we strive to provide freedom of choice to individuals seeking a partner and also stand for togetherness that is free of dowry.”
India Post News Service
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