Case Study: How Shaadi.com used an ice sculpture to reach matchmaking-sceptical youth

In summer 2025, Shaadi.com launched an outdoor campaign featuring a life-sized ice sculpture of a man at Mumbai’s Carter Road promenade. The installation was accompanied by the phrase, Sakth launda dhoop mein nahi, sirf tumhare liye pighalta hai, referencing Zakir Khan’s popular line to suggest emotional vulnerability and the potential for guarded individuals to open up in meaningful relationships. The sculpture was carved live on-site in extreme heat and served as the centrepiece of the activation. The campaign was further amplified across Instagram, X, and LinkedIn through videos, memes, and influencer collaborations. 

Category Introduction

The Indian matchmaking market is projected to generate US\$299.90 million in revenue in 2025, with a compound annual growth rate (CAGR) of 0.47% expected between 2025 and 2029, reaching a market volume of US\$305.60 million by 2029. The number of users is forecast to reach 33.6 million by 2029, with user penetration rising from 1.7% in 2025 to 2.2% by the end of the forecast period. The average revenue per user (ARPU) is estimated at US\$11.83. Globally, China is expected to lead the market with projected revenue of US\$1.23 billion in 2025, while South Korea is anticipated to have the highest user penetration at 3.8%.


Brand Introduction 

Shaadi.com is a matchmaking technology platform in India, focused on helping individuals find meaningful connections and long-term companionship. Through social media and on-ground campaigns, the platform aims to build awareness, drive user engagement, and foster emotional connection with younger audiences.

Summary 

At the centre of the campaign was an outdoor installation featuring a life-sized ice sculpture of a man, accompanied by the headline, Sakth Launda dhoop mein nahi, sirf tumhare liye pighalta hai. Find yours on Shaadi.com.

Referencing Zakir Khan’s well-known phrase, the line combined pop culture with seasonal relevance. The campaign combined outdoor execution with digital amplification, using the imagery to spark conversation around modern matchmaking and emotional connection.

Problem Statement / Objective 

  • To connect with a younger, modern Indian audience often skeptical of traditional matchmaking. 
  • To showcase Shaadi.com as a space where even the most emotionally guarded, like the Sakth Launda, can find genuine companionship. 
  • To shift the perception of matchmaking from superficial compatibility to deep emotional resonance. 

Brief 

The internal brief was simple yet open-ended: Summer is here, how can we seasonal behaviour be used to make the brand culturally visible while staying true to its proposition? The goal was to create something that turned heads on-ground while starting meaningful conversations online. 

Creative Idea 

The concept originated from in-house writer Thomson George, who proposed the visual of an ice man melting under the summer sun. From there, the idea was shaped collaboratively, brick by brick, by the team i.e Abhishek Malik (Associate Director - Social Media & Creative), Johanna Israni (Brand Manager - Copy & Creative), Priyanka Biswas (Associate Manager - Strategy & Creative),

Lavshik Bangera (Manager - Creative & Design), Shriya Agrawal (Senior - Creative Designer), Thomson George (Creative Strategist) & Swrarupi Dhuri (Jr. Executive Content). 

What transformed it from a gimmick into a memorable campaign was the line, Sakth launda dhoop mein nahi, sirf tumhare liye pighalta hai.

This line elevated the idea into a commentary on masculinity, emotional safety, and the experience of finding someone with whom one can be vulnerable.

Challenges 

Mumbai’s sweltering summer posed a real-time threat to the execution. 

The ice sculpture was carved live at Carter Road, and the harsh sunlight made the process extremely demanding. Sculptors worked against the clock as the sculpture began melting even before completion. Despite these difficulties, the team managed to pull it off with remarkable precision and determination. 

Execution 

The campaign was brought to life through a live outdoor installation by our partners Madison at one of Mumbai’s busiest promenades, Carter Road. The life-sized ice sculpture of a man was unveiled midday to ensure maximum visibility and relevance to the line. 

Passersby were instantly drawn to the unexpected sight of a melting sakth launda under the harsh sun, sparking curiosity, laughter, and emotional conversations. 

A branded placard with the tagline and Shaadi.com’s logo completed the installation. 

Simultaneously, the campaign was captured and amplified with our partner Pulpkey Media Tech through

● High-quality video and photography content for Instagram, X & LinkedIn 

● Collaborations with meme pages and influencers to reinterpret the idea and messaging of the campaign 

● Real-time stories and updates from the site to create FOMO 

Results 

● 12.3M+ Reach 

● 11M+ Impressions 

● 510K+ Engagement 

 

 

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