The third season of The Family Man has returned with familiar tension and a fresh slate of brand integrations, including a Family Man Shaadi.com placement that turns sidekick JK’s love life into a commentary on safety, trust and modern dating. The storyline doubles as a quiet repositioning moment for the matchmaking platform.
Three seasons in, Srikant Tiwari’s colleague JK is still single. This time, viewers learn that he has signed up on Shaadi.com, which appears to have finally landed him a match. He goes on a date convinced that the woman opposite him is genuinely interested in marriage and tries to break the ice with questions about hobbies and likes.
The mood shifts when she reveals she has no intention of getting married. The confusion leads to the reveal that JK had casually added the tag FWB Friends With Benefits to his profile after browsing other accounts for reference, without understanding the acronym. The woman, for her part, was looking for exactly that.
When JK asks why she would search for such an arrangement on a marriage platform instead of a dating app, the script sets up the central brand message.
ADVERTISEMENT
The woman explains that while Shaadi.com is built for long term partnerships, the men on the platform feel more reliable and the space feels safer than casual dating apps. The exchange serves as a subtle plug for the service as a trusted environment, even as it hints at a wider universe of relationship goals among users.
The sequence raises questions about whether the platform is edging closer to dating territory, expanding its universe or simply acknowledging how people already behave online. For marriage focused users, it leaves open a debate on expectations and positioning.
The show’s new season does not stop at one integration. A rugged new antagonist played by Jaideep Ahlawat is paired with a Mahindra Thar that receives prominent screen time, including during an off trail chase. Food brand Foo Asian Tapas gets a quick appearance, with the restaurant’s presence in cities such as Mumbai, Hyderabad, Bengaluru, Pune and Ahmedabad noted in dialogue and visuals.
Outside the core narrative, The Family Man has also partnered with Dove Men plus Care, Bru
and Maruti Suzuki for themed campaigns that echo the show’s tone.
For Dove Men plus Care, Manoj Bajpayee appears as Srikant in an interview style film that gently challenges macho stereotypes. Bru Gold has rolled out limited edition coffee packs and ads that lean into the series spy thriller energy while reinforcing its rich flavour message.
ADVERTISEMENT
Maruti Suzuki’s Victoria campaign uses Srikant’s multitasking life as a frame for its Got It All promise, linking the character’s dual roles as intelligence officer and family man with the vehicle’s positioning.
Beyond formal campaigns, Bajpayee has engaged in playful social content, including mock training sessions with creators Samay Raina, Apoorva Mukhija and Tanmay Bhat, where his deadpan persona undercuts their attempts to coach him.
Taken together, the integrations show how a streaming series can serve as a flexible narrative world for multiple brands. The Shaadi.com arc in particular blends humour with a pointed claim about safety and reliability, turning a running joke about JK’s single status into a sharp piece of brand storytelling.
Follow Marketing Moves on Instagram and Facebook for industry insights, strategy breakdowns, and brand transformation stories.
