Shaadi.com, the world’s largest and popular matrimonial portal won the ‘Innovative Digital Marketing Solutions’ award at the 4th Internationalist Awards held in New York. Shaadi.com bagged a Bronze for its anti-dowry campaign – ‘Angry Brides’ on Facebook, highlighting the practice of the dowry demands at the time of marriage.
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.
The anti-dowry initiative on the social website received an over-whelming response from people in over 35 countries. Significantly, out of the 500,000 people that played the game, over 200,000 were women i.e. almost over 40 per cent. This strongly reflects the changing approach of women against the social evil of Dowry.
Shaadi.com was a first time contestant and competed against nearly 200 entries from over 30 countries and was the only Indian company in the list of 43 award winners considered as examples of best practices of innovative strategy and solutions worldwide.
Talking to OneWorld South Asia, Gourav Rakshit Chief Operating Officer (COO) of 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.
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