Kyoorius Advertising Awards Outdoor, Pehle Padhai Phir Shaadi - BharatMatrimony

Jaisalmer has one of the lowest female literacy rate in India. Parents were choosing marriage over education for generations of girls and announced it through a unique tradition called the Wedding Art.
BharatMatrimony, a brand that makes marriages happen, for once decided to take a stand against it.

Such an unpopular task needed a popular celebrity. So, with M.S. Dhoni we launched the World’s Biggest Social Experiment requesting parents of Jaisalmer to give their daughters a choice between education and marriage. Many chose marriage, as expected. However, 8 girls went against the norm, choosing education.

To celebrate this union, the walls of their houses were painted with a new form of Wedding Art - the Education Art. Wherein, Lord Ganesha was replaced with the Goddess of Knowledge, Saraswati, and groom’s name with the course that the girl chose.