Fire and Ice

SimplyMarry.com is an Indian website devoted to helping people find a spouse. They call themselves "India's only metro-monial site." This site allows its users to choose everything about their desired partner from height to caste or skin color. They teamed up with Mudra, an Indian design company, to develop a viral website. This viral campaign was designed to target their metropolitan target audience. The Fire 'n' Ice website features a touching video that depicts the relationship between man and woman. It shows all aspects of relationships, both good and bad. According to Mr. Rajat Gandhi, Business Head Manager of Simply Marry, the video uses a "route of wit and quick humour reflecting the youth’s mindset and their varying perspectives towards each other during their relationship." Rather than having a "send to friend" option at the end of the video, it has a "send to someone you love" link. It also prompts single viewers to find their own partner. It works in more ways than one in that it reminds married people of their love and influences single people to search for that special someone. This is consistent with the focus of the company.

I think this is a great viral idea because the video transcends language barriers. The song sounds romantic, and you do not need to understand the words to understand the video. The "download song" option is very clever because the song can bring the video and company to mind when people hear it. I think a video that leaves you feeling all "warm and fuzzy" inside is a good way to get people to use a matchmaking website. Their target audience is supposed to be young and hip. While I think this appeals to young women, would young men really be interested in this video? Either way, I think it's a great way to prompt people to search for their soul mate.

To view the full article from India PRwire, click here.