A post marriage conflict study for a mega GEC channel to refresh their identity

THE CHALLENGE

Consumers were finding their characters & story predictable and not new
The need was for fresh / new content that generates curiosity and leaves them guessing

Their shows’ promise is only “love after marriage”, and currently want to explore the challenges and aspirations post marriage
Find out how the married woman is leading her life after the honeymoon phase of the married life ends
The key objective was to garner sharp insights around females & males that will feed into content – character building programming ideas, story-line or tracks

MOMENTS OF TRUTH

Bucketed her conflicts basis the various aspects and relationships in her life
Created archetypes basis the different women we met with different personality traits and core nature
The learning is that each does have some unique issues, but mostly they all face similar issues. The difference lies in how each persona / archetype faces these conflicts
We learnt how each one is different as a DIL, wife, SIL and how she manages these relationships
What each one’s desires, expectations, ambitions, fears and concerns are

What comes post love will come from understanding conflicts in a women’s life post marriage & how the relationship evolves. Hence, the approach taken will be focused on UNDERSTANDING CONFLICT POINTS in her life
A detailed one-on-one discussion allowing to pour her heart out and share POV on her life pre and post marriage  This helped flesh out anecdotes wherever possible – acting as starting points for the creative team