Ad Campaigns
Bharat Matrimony launches new ad campaign ‘Be Choosy 2.0’
Mumbai: Bharat Matrimony has launched their new ad campaign ‘Be Choosy 2.0.’ The campaign’s main objective is to highlight their feature called ‘Interest Matching’, and thereby double tap on the importance of having shared interests for a loving, strong relationship.
In a world where like-minded people often struggle to find each other, Bharat Matrimony has emerged as a powerful platform to help them connect. This campaign aims to show how BharatMatrimony has revolutionised the matchmaking process by enabling people to meet and create meaningful connections based on their shared interests.
The films showcase different people with similar interests never getting the chance to meet each other. Bharat Matrimony directly resolves this issue with their new feature.
Speaking about the collaboration, Wondrlab content leads Bhavesh Kosambia and Rahul Chandwani said, “Our collaboration with BharatMatrimony has always led to some insightful work. With ‘Be Choosy 2.0’ we were able to crack a wonderful execution device. The stories showed couples together, but as a fantasy, and then their separation takes them back to their far-off origins. However, despite their geographical distances, they’re able to connect and find a loving partnership thanks to Bharat Matrimony’s Interest Matching feature.”
BharatMatrimony CMO Arjun Bhatia said, “BharatMatrimony has been changing the social narrative about relationships and marriage. We believe people must be choosy when making the most important decision of their life – finding their life partner. And as India’s leader in the matchmaking segment, we keep innovating our processes and platform to make our customers’ journeys seamless, hassle-free and successful. Our latest revamp is a step in this direction. With features like ‘Hobby and Interest Matching’ that helps you find profiles with similar interests and ‘Filter Breathers’ that let you prioritise your filters, we are bringing compatibility to the forefront of the soulmate search. After all, interests are really the starting point for two strangers to meet, start a conversation, assess the potential for a meaningful relationship, and hopefully find a lifelong partner. These new features engineer interactions between the right people so that every member on BharatMatrimony discovers love.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
