The leading marriage facilitating service in India, BharatMatrimony has launched a new advertisement that featured the former Indian cricketer, Mahendra Singh Dhoni. Through this campaign, the premium matrimonial agency aimed to promote its women empowerment initiative of ‘Pehle Padhai Phir Shaadi’.
The captivating advertisement was conceptualised in association with Dentsu Group, to drive the notion of female education over marriage in children. Through this enlightening initiative, selected girl students from Jaisalmer that pass the 12th grade this year will be provided with scholarships by BharatMatrimony to further progress in higher studies.
The campaign narrated by MS Dhoni drew the local tradition of Jaisalmer wherein people decorate walls with wedding designs when a certain female gets hitched. The legendary wicket-keeper batsman took this culture into account with the low literacy rate that the city contains and pleads parents to instead draw a girl married to higher education. He advances the spirit and message of shiksha art as an alternative to wedding art and inspires women to opt for education over marriage.
To instil this spirit and ensure this movement, BharatMatrimony provided a service wherein families that follow the initiative can send a message to the agency. In return, the entity will itself get the walls designed and painted while also delivering financial support.