People going online to search trusted partners

Islamabad:In our society, parents are always apprehensive in finding a good match for their children’ marriage. This issue is not only in Pakistan but all over the Muslim world where marriages are arranged with the consents of parents.

Earlier, the help of well-connected women and even men was sought for such issues, but in this age of technology, not only parents but youngsters also getting benefits from the matchmaking Apps to find a right partner for their life.

The ‘Muzz’, the world’s largest Muslim marriage app, has once again delivered a bold campaign, #NiyyatSaafHai, addressing a common yet ignored issue in Pakistani society - The toll faced by girls who invest years in relationships, only to be left heartbroken with excuses like, ‘Ghar walay nahi maanay’ (My family didn’t agree). With its ironic humour, the ad presents girls in various scenarios expressing their frustration after being strung along for years by men who gave them promises of forever. The TVC stars Rabiya Kulsum, Zoha Tauqeer, Laiba Butt, and Hina Ashfaque, who deliver dramatic yet hilarious performances, making the message highly relatable but also impactful. Although it presents a very funny concept, the campaign does a brilliant job of shedding light on the importance of clarity and commitment in relationships, serving as an eye-opener for individuals waiting for a proposal that may never come.

The campaign also highlights one of Muzz’s standout features: Marriage Intentions. This feature allows users to indicate when they plan to involve their families and get married, ensuring transparency and alignment with cultural norms. By checking a potential match’s profile, users can see how serious they are about marriage and avoid wasting time with those who lack commitment.