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Other than TV, social media and radio legs of the campaign are also being executed.Amusingly, the ad is not only made for, but also made by women.But inside, it could easily be mistaken for a hip start-up in San Francisco: young men and women in hoodies, skinny jeans, and sneakers lounge about on beanbags in the New Age office, which is nestled between art galleries and handicraft shops.In the two years since its launch in 2014, Truly Madly has raised million in funding and amassed close to two million users.The ad shows instances when girls are 'checking boys out' at parties, in buses, malls or even classrooms.They are also seen secretly pointing them out to friends.Secretly nudging friends when a cute boy is in the vicinity is a ritual most women have followed since their teenage years.Dating app Truly Madly has picked up on this and created a quirky campaign called 'Boy Browsing'.
When asked if India has warmed up to dating apps, he comments, "Totally!
Arshad, 22, who hails from the small town of Bhadohi, Uttar Pradesh, joined the marketing team of Truly Madly six months ago, after graduating from one of India’s top colleges.
“My family is very conservative, and I wanted to break out of the shell and do something different,” Arshad told me. For Arshad, and many young Indian women, her family prefers that she settle down and get married, but Arshad moved to Delhi to pursue a free, independent lifestyle.
Sachin Bhatia, CEO and co-founder, Truly Madly, explains, "Our communication and positioning has always been about breaking stereotypes, be it our Man Parade film or now the Boy Browsing ad film.
We simply wanted to ask girls to 'come-in', experience the app and if they like someone, well, then just 'like' them.