'Outrage was the aim', Anupam Mittal responds to Dowry Calculator controversy, pens long note

The internet was stirred by Anupam Mittal's recent unveiling of a 'Dowry Calculator,' with many condemning it as an endorsement of a harmful societal practice. Despite the backlash, the CEO of Shaadi.com then posted a video tutorial on how to utilize this controversial feature.

It was then that many people realized that beneath the surface, this 'Dowry Calculator' carried a concealed yet impactful message.

In a latest update, Mittal has now taken to his LinkedIn account to explain in detail behind this campaign and his key takeaways from it.

¡®Why is Anupam Mittal promoting dowry?¡¯, the Shark Tank judge pens note

sharktank

In his note, he revealed that this outrage that was the result of the dowry calculator tool was the exact same thing that they were aiming for.

He wrote, ¡°From the beginning, Shaadi.com has been more than a matchmaking platform. Through Shaadi.org, our non-profit arm, we tackle social issues affecting Indian marriages. This time, we focused on the "D Problem" ¨C Dowry/Dahej.¡±

He went on to write that despite being illegal, dowry is a societal evil that is still pretty much existent. In the last 10 years, India has reported 1,87,879 dowry-related deaths which is beyond shocking.

Also Read: Truth Behind Anupam Mittal's 'Dowry Calculator' On Shaadi.com: Hidden Message Or Provocation?

DowrAI was a bold approach to address this societal evil

anupam mittal/instagram

He said, ¡°To address this, we needed a bold approach. Enter ¡°DowrAI,¡± the seemingly outrageous "Dowry Calculator."¡±

He then went on to share marketing lessons that this campaign, which reached over 20 million people, taught him and his team.

Firstly, DowrAI was launched despite internal doubts, driven by genuine intentions rather than chasing trends. Secondly, by challenging conventional norms and intentionally provoking with the "dowry calculator," DowrAI successfully captured attention in a saturated advertising landscape, compelling users to confront underlying societal issues.

Lastly, Shaadi's engagement in social impact through brand advocacy achieves triple wins: spreading awareness about ending dowry, enhancing Shaadi's visibility, and benefiting the audience.

Also Read: Spoiled, Entitled & Nightmare To Work With? Anupam Mittal Shares His Two Cents On GenZ Workforce

Anupam Mittal believes that the risk paid off

Shaddi.com has a dowry calculator feature | Image: X

He concluded his long post, ¡°So, the bottom-line is that DowrAI was a bold campaign. It was risky. But the risks paid off. The outrage, the discussions, the social media storm ¨C not only did they prove that people care but it kept Shaadi.com in the center of these conversations, without us spending a dime.

Remember this golden rule in marketing ¨C when every cell in your body is screaming NO, you are probably close to a brilliant idea.

Change is possible when we stand together.

PS: Misuse of Dowry Prohibition Act & Section 498-A are also issues that need attention & perhaps something we will address in the future.¡±

Check the full post here:

People voiced their opinions on his post which were mixed in nature

One user drew comparisons with Ranbir Kapoor¡¯s highly controversial film Animal and wrote,¡°It¡¯s like makers of Animal movie promoting it as a social cause and tell them to stop such nonsense in society! Question is does ¡°intent¡± always overcome mechanics used? As rightly shared, grabbing attention of viewers is war today and you have probably gone with the adage, everything is fair in love, war and getting eyeballs!!!

A second user wrote, ¡°Excellent move, Anupam! Raising and discussing these issues is crucial. This is a brilliant marketing strategy¡ªkudos to your marketing team for this!!¡±

A third user wrote, ¡°Funny part is Someone who Reposted this Video with a caption Is Anupam Mittal Promoting Dowry? and this is against Dowry he/she didn't Understand that part ????.¡±

What are your thoughts on this? Tell us in the comments section below.