How BharatMatrimony is riding the IPL wave with quirky contextual posts

Chennai. Much to the delight of fans during IPL, BharatMatrimony, India’s leading matchmaking brand, isdrivingsocial engagementthrough cool contextual posts,by relating Cricket and Relationships.

Leveraging on high consumer interest for IPL,the brand is wowing fans with “Relationship lessons from cricket”, IPL humour” and “Cricket and relationships” besides clever creative content on interesting match moments.

Not one to lose an opportunity to ride on trends and integrate their brand in relevant social posts, BharatMatrimony’s contextual social media posts during the ongoing IPL are smart, quirky, and creative.

Sample a few here:

Trying to build a deeper connect with the audience through topical marketing, this non-intrusive contextual marketing with relatable content served when the IPL matches are on seems to have struck a chord with cricket fans.

“IPL came after months of lockdown and we knew that people were going to be glued to the TV. Besides, the rapid pace of digital adoption and the lack of outdoor entertainment during COVID-19 offered a good opportunity for us to ride the buzz by sharing relatable content to the audience.

And they seem to be loving it. As a brand, we constantly look for opportunities to spark or add to a conversation. Cricket and BharatMatrimony are a perfect match,” explains Rajasekar KS, GM – Marketing at Matrimony.com.

The approach:

• Creatively integrate cricket’s nuances with relationship and marriage
• Post during interesting moments in the match
• Leverage cricketing terms
• Powered by the internal social media team, BharatMatrimonyseems to be on a good wicket!