The business of online dating in India is still a challenge with girls often reluctant to make the shift. And they can’t be blamed for the kind of experiences they face in the real world. TrulyMadly, one of India’s leading dating app with over 1,000,000 users has been trying its best to crack the business of online dating.
The app claims to offer a robust profile verification system to remove fake profiles or imposters. Only members with 30% or higher Trust Score (a proprietary tool) can get a match or initiate contact online. We had reviewed the dating app last September and found the sign-up form to be quite lengthy and precise with many details to be entered. Over time the app has simplified itself but still, it appears to be struggling with the number of female members.
This time the app has launched a campaign targeting girls called ‘Boy Browsing’. Part of TrulyMadly’s ongoing Bestie campaign, that highlights how the dating app is available round the clock, just like a girl’s bestie, to point out all suitable boys for dating. ‘Boy Browsing’ captures the everyday experience of girls checking out hot boys with a bestie.
Conceptualized by Contract India, the TVC is made by a team of girls, for the girls. Acclaimed filmmaker Shirsha Guha Thakurta of Oink Films has directed the film, while Delhi-based sisters and music composers Kavya and Khyati Trehan have written and sung the jingle for the film.
The minute-long film is a street casted one that features real girls in real life situations – from college classrooms to office meeting rooms, at a house party, in a mall, even at home peering at a male visitor through a window. From high-fiving each other when a look is returned, to hiding in the balcony lest the guy might see them checking him out, the film captures every fun and lighthearted nuance of checking out boys with your bestie in situations every single girl can relate to.
The experience might not be as ‘Eeny, meeny, miny, moe!’ as the ad would want us to believe, but, at least it has made a serious effort to woo girls, by bringing an ad made by girls. A glance through the hashtag #BoyBrowsing tells us it’s been appreciated by women; many are lauding the concept but it remains to be seen how many would actually use the app to go ‘boy browsing’.
— Dipti Brahmane (@dipsy_doodles) August 27, 2015
The trulymadly ad is so cute.. @thetrulymadly Great work focusing on girls browsing guys and portraying it in a cool way.
— Aditi (@ChaosAndNirvana) August 25, 2015
Absolutely loved the advert of Truly Madly. #BoyBrowsing yup we do!
— Someone Else (@ImA_Dragon) August 25, 2015
Sachin Bhatia, CEO and Co-Founder of TrulyMadly said “Just like your friend never lets a good-looking guy pass by unnoticed, TrulyMadly is your new bestie that will never let a great potential match pass by,” in the campaign press release. The app uses psychometric profiling to suggest highly compatible matches to its users.
TrulyMadly has indeed taken a bold step to appeal to the millennial generation. An ad film made by women for the women is a strategic start in that direction. Hopefully the campaign also lives up to its objective to bring in more women members.