Summary: Anupam Mittal, founder of Shaadi.com and Shark Tank India judge, introduced a controversial AI tool named DowrAI, which masquerades as a dowry calculator. The tool, announced via an Instagram video, initially sparked backlash from users who believed Mittal was promoting dowry. However, upon using the tool, users are presented with sobering statistics on dowry deaths in India over the past decade, urging them to reflect on the human cost of dowry practices. The campaign video went viral, garnering praise for its innovative approach to raising awareness and encouraging societal change regarding dowry practices.
Anupam Mittal, the founder of Shaadi.com and a prominent figure on Shark Tank India, has recently stirred both controversy and conversation with the launch of a satirical AI tool named DowrAI. This tool, presented as a dowry calculator, actually aims to shed light on the grave issue of dowry deaths in India.
Mittal announced the feature via a video on his Instagram page, which immediately sparked a mix of reactions. In his post, he whimsically referenced a popular Bollywood dialogue, “Ek chutki sindoor ki keemat ab tum bhi jaano Ramesh babu,” to introduce the feature. He begins the video with the line, “Arre bhai, pehle dowry calculate karna kitna easy hota tha…,” humorously highlighting how dowry calculations have become more complex over time, incorporating factors like income, mobile phone brands, and honeymoon destinations.
However, this light-hearted introduction led many to initially misunderstand the intent behind the feature, believing Mittal was promoting the dowry system. Upon visiting the DowrAI calculator on Shaadi.com, users are prompted to enter personal details such as age, occupation, salary, education, and residence. Instead of receiving a dowry amount, users are presented with sobering statistics about dowry-related deaths in India over the past decade. The site then asks a poignant question: “Before you calculate your value, ask yourself, what is his life worth?” This stark reminder aims to make users reflect on the human cost of dowry practices and encourages societal change.
Social Media Reaction:
The initial backlash on social media was swift, with many users criticizing Mittal for what they perceived as an endorsement of dowry. However, as the true purpose of the DowrAI feature became clear, the sentiment shifted. The campaign video quickly went viral, garnering over 41,000 likes and more than 1,500 comments within a day.
One user praised the initiative, saying, “Just checked the dowry calculator sir you are a genius.” Another remarked, “Very catchy marketing to bring about change! 😍” A third user clarified, “So those who don’t know, the dowry calculator actually results in dowry deaths statistical data, a good initiative by his company.”
A Thought-Provoking Campaign:
Anupam Mittal’s DowrAI is a bold attempt to use satire and technology to highlight a critical social issue. By framing the campaign as a dowry calculator, Mittal initially draws users in with a familiar concept, only to confront them with the harsh realities of dowry-related violence. This approach not only raises awareness but also sparks crucial conversations about the need to eradicate the dowry system.
In a country where dowry practices remain deeply entrenched despite legal prohibitions, Mittal’s initiative serves as a reminder of the power of innovative thinking and social media to drive change. While the initial reaction may have been mixed, the overall impact of DowrAI is a testament to the potential of creative campaigns to address and combat societal issues.
