Brand: Shaadi.com
Task: To explore possibilities of how a brand, not in the social sector can use advertising to send out a positive social message without diluting its core proposition.
The core thought: Body shaming is most rampant in arranged marriage situations. A person is often judged only by a photo and overweight people are usually instantly rejected due to their external appearance.
The Idea - Shaadi.com takes up this cause and addresses people to "Look beyond the Silhouette" through an interactive print ad
The grey outline is actually corrugated, therefore can be cut out to reveal the same amount of space on the bottom page which will have copy written. The idea was to make the reader physically look beyond the outline by engaging with the ad.
Radio spot:
