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Riding a trend or event and integrating the brand appropriately in social posts is something most brands look forward to do. In the recently concluded IPL, BharatMatrimony did a few contextual social media posts that were cool, quirky and pretty interesting.

They took a three-pronged approach:

  • Comment on interesting moments in the match
  • Weave relationships and cricket
  • Leverage cricketing terms

From concept to creatives, it was all done by the internal social media team. They leveraged platforms, including Instagram, Twitter and Facebook organically.

“Social smartness is about being relevant to the happenings of the day. When there’s a buzz, we look to ride the wave. IPL provided a good launchpad and was a perfect match for BharatMatrimony since both are about matches. Cricket lends itself very well to relationships,” said, Rajasekar KS, GM, Marketing at Matrimony.com.

Here are a few contextual marketing the brand did: