Muzz, the Muslim marriage app, does not shy away from shaking up the traditional matchmaking landscape. From its previous campaign, tackling outdated rishta customs to its nationwide speed dating sessions for singles (which are sometimes attended by their mothers),
the UK-based app is disrupting the way young Muslims look
for marriage.

Its latest campaign? ‘Marriage Intentions – #NiyyatSaafHai’ is a satirical takedown of modern relationship excuses, putting the spotlight on Pakistan’s commitment-phobia problem. The goal of ‘Marriage Intentions’ is to highlight the frustrations single men and women experience when caught in relationships with unclear marriage intentions. The campaign creates awareness around this issue and encourages people to have honest conversations about their future expectations right from the start.

Launched in February 2025, the campaign showcases three young women being strung along with evasive excuses from their partners. From “The istikhara didn’t turn out right” to “You are not the right caste,” the script feels painfully familiar to anyone caught in a similar situation. The campaign is backed by a robust insight: too many Pakistani women (and men) enter relationships assuming marriage is the end goal, only to realise months, and sometimes years, later that their partner had no intentions to move in that direction.

“The objective is to highlight how often people, especially women, are led on because intentions are not clear from the start,” says Nayab Nazir, Muzz’s Marketing Lead in Pakistan. “We wanted to bring this issue to the forefront in a way that was both relatable and entertaining – while also educating people about the importance of asking the right questions early on.”

Muzz mainly targets young, single Muslims looking for marriage. This includes individuals in their early 20s to late 30s, as well as divorced or widowed people looking for a second marriage. Recognising the role of families in the rishta process, Muzz extends its outreach to parents, particularly mothers, who influence matchmaking decisions.

The concept for ‘Marriage Intentions’ was conceptualised and developed during a brainstorming session when, after exploring multiple ideas, Muzz’s marketing team settled on the theme of commitment phobia and relationship excuses. To refine the idea further, a survey was conducted that gathered insights from 500 women about their experiences of misleading relationships. The overwhelming response confirmed that this was an issue that needed to be addressed. “The stories we received were shocking,” Nazir says. “Women shared how they had invested years into relationships where the other person kept delaying marriage with vague promises. Some even faced financial and emotional manipulation.”

While both men and women face commitment-related deception, this campaign focuses exclusively on female experiences. Nazir says the decision wasn’t arbitrary.

“We did include men’s perspectives in our broader social media rollout,” she says, referencing two real-life male testimonials shared on Muzz’s platforms. “But when we looked at the data, we realised that women were disproportionately affected and were also less likely to challenge these situations head-on.” The campaign serves the dual purpose of highlighting relatable frustrations and empowering women to take control of their relationships.

Despite the seriousness of the issue, the ad leans into humour. The protagonists react with exaggerated disbelief as excuses for not marrying are thrown their way, ending in a crying sequence – a shot that took multiple retakes to perfect. “We were obsessed with getting the ‘cry’ just right,” Nazir recalls with a laugh. “My team and I had a very specific sound in our heads; one we had heard from friends who had gone through these situations. We wanted the audience to feel the absurdity of it.”

Visual Prophecy was the production house behind the DVC (which was directed by Muhammad Ali and based on the concept by Muzz’s marketing team) and it strikes a balance between comedy and authenticity. Despite careful planning, the team faced a few challenges during execution. Perfecting the ‘crying sequence’ in the DVC was one; another was maintaining a balance between humour and a serious message – a tricky task as satire in advertising can easily veer into insensitivity.

Originally launched as a DVC, the ad has been watched on YouTube, Facebook, Instagram and TikTok. The campaign is now to be rolled out in cinemas and discussions are underway for it to be aired on TV. In addition to the DVC, Muzz has extended the campaign through social media engagements, influencer collaborations and matchmaking events. Nazir notes that user engagement skyrocketed in the first week of release, with over 600 women sharing their personal experiences in response to the campaign. “This was our biggest KPI,” she says. “Beyond views and clicks, we wanted to see how many women felt compelled to come forward and share their stories.”

Muzz’s marketing doesn’t stop at ads, and they have designed their ‘singles events’ to encourage meaningful conversations through structured activities such as icebreaker questions and speed dating rounds. Participants engage in guided discussions using pre-set questions designed to spark conversations about values, goals and marriage expectations. The events also incorporate a speed-dating format where individuals rotate partners within timed intervals, ensuring they meet multiple matches in a single session.

“These aren’t Western-style speed dating events,” Nazir clarifies. “We recognise the role of families in the process, which is why we have introduced moms and singles events, where mothers and singles can meet and interact in a safe space.” She adds, “Our events sell out every time, and we have had multiple success stories from couples who met there.”

Muzz aim to expand their events across Pakistan, with a particular focus on smaller cities where access to matchmaking solutions is limited, and the plan is to strengthen collaborations with local influencers and content creators. Muzz are also exploring other digital and offline marketing strategies to help normalise app-based matchmaking within Pakistan’s cultural framework. To improve the user experience, they are also working on introducing new app features to ensure a safer, more efficient matchmaking process.

With a growing presence and bold marketing, Muzz are reshaping how Pakistanis approach matchmaking. In a country where arranged marriages are still the norm, introducing a technology-driven matchmaking model comes with its share of scepticism, and Nazir acknowledges that some conservative circles initially viewed Muzz as a threat to traditional rishta practices. “People assumed we were removing families from the equation,” she says. “But that’s not the case. In fact, our Chaperone feature, which allows parents to monitor conversations, is one of our most popular tools.”

Muzz’s cultural adaptation is not unique to Pakistan. Operating in over 190 countries, the app has adapted its features to different Muslim communities – and in terms of Pakistan, Nazir says what was required was a blending of the progressive with the traditional.

Nazir also hints at bigger things on the horizon. “We want to normalise the idea that people meet on Muzz. In 2024, we had thousands of Pakistani couples reach out to tell us that they had found their match on the app, and we are going to build on that.”

If the success of ‘Marriage Intentions’ is anything to go by, Muzz are not just shaking up matchmaking; they are redefining how it is done.