Shaadi.com meets creative agencies

The brand looks to take its recent 'Angry Brides' initiative to the next level.

Well known matchmaking portal Shaadi.com is scouting for creative agencies in Mumbai. Only a few select agencies are currently involved in the process, which have been invited to participate.

Although the company authorities deny the presence of a full-fledged pitch process, afaqs! learns that Shaadi.com has started meeting up with a few prominent creative agencies, and some have also received creative briefs. It is also learnt that this exercise is an effort to rope in a creative partner who will be handed the mandate to look after Shaadi.com's recent initiative, 'Angry Brides'.

Launched in January, Angry Brides is an online game developed as a move to fight the prevailing menace of dowry in India. The title of the game is inspired by Angry Birds, a popular Facebook and smartphone game. The game has been conceptualised, designed and developed in-house by the Shaadi.com team.

The game has three levels, where the player gets to interact with three grooms with heavy dowry price tags. The player needs to strike the dodging grooms with a weapon of their choice. The weapons made available are household items like rolling pin, sandals, utensils and brooms. Each aim decreases the price of the groom and adds the saved money to the player's points, called the 'anti-dowry fund', which players can choose to publish on their Facebook wall or tweet to their timeline.

McCann Erickson has worked on the mainline creative duties for the Shaadi.com account in the past.