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Sony ties up with Shaadi.com to promote Rishta.com

MUMBAI: Sony Entertainment Television (Set) has partnered with online matrimonial site Shaadi.com for its new show Rishta.com. Produced by YRF TV, Rishta.com is a one-hour fiction that debuts on the channel on 3 January.


Says Set marketing head Danish Khan, "To market the show, it was necessary to go online and Shaadi.com was a perfect fit. Both Shaadi.com and Rishta.com are targeted towards like-minded consumers. Thus a synergy made a lot of marketing sense."
 
The tie up, symbiotic in nature, is a long-standing deal between the two properties. Says Set spokesperson, "Initially the deal will introduce three stages. However, going further, more innovations would be done."


Firstly, a microsite of Rishta.com will feature on Shaadi.com, thus, helping market the show the online way.
 
Also, at a pre-designated time every month, the lead characters of the show will chat with prospective Shaadi.com members and help them find their partner.


Finally, the show will involve the lead characters going to ‘Shaadi Point‘, where they will meet up with prospective people and help them in choosing their partners.
 
Rishta.com is a show on how searching for the right partner has evolved from traditional means to using online matrimonial services because of the change in lifestyle.


The show that has Alpenliebe as the title sponsor will air every Sunday at 8 pm.

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