The new-age marriage super app celebrates International Women’s Day by acknowledging the difficulties faced by women in their everyday life.
India, 8th March 2023: Betterhalf, India’s first and only full-stack, tech-enabled marriage super app has unveiled its new brand campaign ‘Let Her Be’ an exclusive Women’s Day film to break down the gender bias and stereotypes and brighten the spirit of women to let them live on their own terms.
The campaign ‘Let Her Be’ has been launched on YouTube,Instagram & Facebook, recounts the times a normal woman has to face the taunts of society every day, for everything, in every situation. The video goes across a whole day following 4-5 different women, who are going about their day with a nagging voiceover behind them constantly taunting them.
Talking about the campaign idea, Pawan Gupta – Co-founder of Betterhalf said, “We live in a society where many women are still the first generation in their families stepping out for their financial and social independence. Neither society is trained nor are they individually prepared to deal with such situations. With this campaign, we strive to inculcate a culture that values women in every aspect and helps them grow stronger as there is no limit to what women can accomplish.”
Society believes it treats women and men equally but women still experience continuous irony and taunts from society to be themselves. Though society has become buoyant, life isn’t exactly the same or as stress-free as men for women. According to a Nielsen study, Indian women are the most stressed in the world today, as 87% of the women said they felt stressed most of the time while 82% of them do not have time to relax. The missing social support and physical infrastructure favourable for women contributes to stress, especially for working women.
The campaign has widely been shared across social media channels that represent the creative excellence of Betterhalf in demonstrating the moments in a woman’s everyday life including that of working mothers who prioritize career, women who like to put on makeup, questioning women’s driving skills and many more.
Betterhalf is a forerunner in the matrimony space that has built a full-stack, tech-enabled marriage super app. The brand has highlighted its support towards women through its thoughtful campaigns and the ‘Let Her Be’ campaign is another initiative of the brand that brightens the spirit of women in embracing their individuality.
Incepted in 2016, Betterhalf is recognized as India’s first and only full-stack, tech-enabled marriage super app for urban Indians, the app emphasizes solely on behavioural matchmaking, leveraging AI and true compatibility criteria. It helps users find their life partner based on their likes, dislikes, interests, preferences and compatibility.
