Shaadi.com launches Angry Brides

The match-making portal has launched an online game to highlight the menace of dowry.

The online match-making portal
Shaadi.com
has launched an online game, in a bid to fight the dowry menace. The game's title Angry Brides is inspired by Angry Birds, an extremely popular Facebook and smartphone game. The game, available as a free application on Facebook, has already attracted more than 2,70,000 'likes'.

The game has three levels where the player gets to interact with three grooms with a heavy dowry price tag. 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.

Commenting on the insight behind developing a game on dowry, Ram Bhamidi, senior vice-president and head of online marketing, Shaadi.com, says, "The Angry Brides game is our way of throwing light on the nuisance of dowry. We wanted to take a stand on this issue in a manner that it would connect with the younger audience. Hence, the idea of an online game was developed."

The game has been conceptualised, designed and developed in-house by the Shaadi.com team. The online portal, which spends about 70 per cent of its marketing spends on digital, plans to take this game to other platforms soon.