The case deals with an advertising campaign launched by The Times of India, Bombay, to increase sales of classified matrimonial advertising space. Information on the background and requirements of the advertisers of the matrimonial classified ads, based on content analysis of the ads in The Times of India and other major competitive papers, is provided. Students are expected to evaluate the campaign in light of market considerations, and suggest an alternative communications strategy which would better achieve the goals of the campaign. Recommendations on the creative aspects of the communication strategy and execution thereof are invited.