BharatMatrimony goes in for in-film placement

Though the most popular theme in Indian cinema is love and marriage, matrimonial services don't seem to have zeroed in on this medium to build their brands. But now, in what is probably the first instance, online matchmaker BharatMatrimony.com has tied up with Eros Entertainment's Namaste London for an endorsement and a screen shot.

Mr Uday Zokarkar, Business Head, Bharat Matrimony Centre, told Business Line that the company went in for in-film placement as it played an important role in reaching larger audiences, non-resident Indians included.

"Bollywood's a great connector, and crossover movies especially so," Mr Zokarkar said. Namaste London starring Katrina Kaif and Akshay Kumar, is, among other things, about staying rooted in one's own value systems. This theme sees the heroine's father keen on finding a match from India for his Britain-born-and-bred daughter and putting her profile on BharatMatrimony to find a "nice Punjabi boy" for her.

"Getting their children married is a challenge for parents in families that live outside India," Mr Zokarkar said, adding that the movie reflected this reality that was being borne out in BharatMatrimony's own experience. Hence, the brand fit.