I am fascinated by marketing and how it is filtered through culture. This morning, I clicked through to a news story from Express India, for which RSS feed I subscribe. A banner ad for Indian matrimonial site Shaadi.com piqued my interest, because of its emphasis on matchmaking. There are similar services in the U.S., but they—even match.com—focus on dating or personal ads.

Shaadi.com’s marketing pitch is about finding the right match, utilizing the company’s eMatchmaker technology. The service’s focus isn’t about dating, but I would be shocked if the technology turned out to be dramatically different from other “singles” services.