What's Your Problem wins Matrimony.com’s social media mandate

The newly launched agency will work on several brands, including Bharat Matrimony.

What's Your Problem (WYP), a full-service digital agency started by Amit Akali, has bagged the social media mandate for internet company Matrimony.com. The agency will handle the social media duties of key brands from the company's stable including matrimonial portal,

Kaushik Tiwari, vice president, marketing, Matrimony.com, explains, "The problem is that most digital agencies are so obsessed with technology that they lose focus of the brand. It was refreshing to see What's Your Problem spend a lot of time understanding our brand, get into the consumer's head and then present some fresh creative ideas. They managed to marry the kind of strategy and understanding a mainline agency gets to the table with the expertise of what works in the digital social world."

Says Amit Akali, managing partner and creative head, What's Your Problem, "It feels nice to have one of India's leading online brands place its trust in us. What's more, Bharat Matrimony has been doing some great communication and has a very clear positioning and tone of voice. Our partner agency Chapter Five too helped us get a brand perspective. We're now looking forward to working closely with the brand and its in-house team to bring these big ideas alive in the social and digital space."

Huzefa Roowala, director - creative and content, WYP, adds, "It's a big brand and a big responsibility for us. I think what worked for us was that we didn't present advertising; we presented solutions and content ideas - content which the consumer can engage with and share; content which will hopefully trigger conversations and create brand advocates."

For the record, WYP is led by Akali, Praful Akali, Hammad Khan and Roowala. Some of the other accounts it handles are Indigo Radio, English FM Channel, Indigo Live - a live performance bar, Pico India and Brinc - an international accelerator brand. WYP has also done a campaign for the Flipkart Mobile App (in partnership with Chapter Five).