Post Thumb’s flagship matchmaking brand BharatMatrimony found that people who got married needed some guidance to enrich their relationship towards a happy marriage. They were facing issues early in the marriage from 0 days to the first four years of marriage, including understanding each other, first argument between couple, relationship challenges with in-laws, managing time, pursuing their passion, giving each other space etc.

There was no credible source of information related to the challenges faced by newly married couples. The lack of time and support from elders in the family to guide young married people often left them confused and with no one to turn to for help to resolve issues. Therefore, BharatMatrimony launched, which is an initiative to enrich marital relationship and make it meaningful.

Commenting on the insight, Murugavel Janakiraman, Founder and CEO,, said, “Happy families are the building blocks of the nation. As a leader in the online matchmaking space, we have the responsibility to guide married couples to lead a happy life post marriage.”

“BharatMatrimony’s is to help newly married couples enrich their lives and lead them to a happy marriage”, added Rajasekar KS, GM, Marketing at

Claimed to be India’s first website, showcases relevant content besides a monthly newsletter.

The matrimony website took three months to research the challenges faced by newly-wed couples. After intense research through conversations with couples and online/ social research, the brand rolled out a list of themes for content. Then useful content was created around each of the specific challenges.

This guide deals with each topic sensitively and provokes readers to think and resolve relationship challenges. Working with writers and authors across India, the matrimony website began to create useful and relevant content in simple language. That soon led to the official launch of in April 2017. Over the time, now the monthly newsletter has more than 24,000 subscribers.

In 2014, the company launched a series of member stories on TV that captured the essence of Happy Marriages. Filmed across major cities, the “Happy Couple of the Day” campaign included a series of emotionally-rich stories of how the couples met, fell in love and are living a happy married life.

In 2015, the company initiated “The Happy Marriage Workshop”, to help women and men prepare for a happy married life. The program, delivered through a facilitator, helps them understand how men and women think differently, discover their expectations and understand the sacredness of marriage. More than 25 thousand students and working professionals have undergone this program so far.

Every month, the brand runs a social media campaign around challenges young people face when they are of marriageable age. The brand collaborates with users providing them a platform to openly discuss issues.

Disclaimer: The data related to the performance of the campaign has been claimed by brand/agency/platform/creator. has not verified the authenticity of the data and hence is not responsible for any counter claim by any other party

How has your content initiative made a difference to the brand’s purpose? Have a case study to showcase your great work and get noticed? Write in to Tejal Parmar at