Gul Panag initiated a social experiment to promote her show, Kaleerein, by launching a fake matrimonial website to highlight the "unfair expectations from girls to change themselves for marriage". She tweeted, "A portal that has brides on display. Pick from sanskari, agyakaari, NRI-ready, etc! If this doesn't make us cringe, what will? Why is it expected out of women to fit into these 'types'? Do we really need to change just to get married? (sic)."