We have been working to grow the Shaadi.com business in UK, Europe, US and Canada markets for 5 years with responsibility for strategy, tactics, media and creative.
One of the key objectives has been to increase the proportion of second and third generation Asians on the platform. When we started, the ratio of 1st gen to 2nd/3rd was 80: 20. We have since brought it to 50:50 on a base that has been growing at 10% year on year.
Apart from the main campaign, we have occasionally used tie-ups with Bollywood movies leading to strong, short term boosts to the brand.