Marketing Strategies of Dating Apps in India

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A PROJECT REPORT ON
MARKETING AND PROMOTIONAL STRATEGIES
OF MATCHMAKING APP
TRULY MADLY
BY
TEJAS JADHAV
ROLL NO : M141044
BATCH : MMS (2014-2016)
SPECIALIZATION : MARKETING
UNDER THE GUIDANCE OF
PROF. PAVAN PATIL
SUBMITTED TO

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ACKNOWLEDGMENT
If words are considered to be the signs of gratitude then let these words convey
the very same gratitude. I express my sincere gratitude to Prof. Pavan Patil (SIMSREE)
for giving the necessary directions on doing this project to the best of my ability.
I also thank all the professors and students of Sydenham Institute of Management
Studies Research and Entrepreneurship Education (SIMSREE), who have sincerely
supported me with the valuable insights into the completion of this project. This project
has given me an opportunity to share my experience, my knowledge, and above all my
belief in this work. I sincerely thank my college SIMSREE for the same.
I express my gratitude to all those who made this project successful, directly or
indirectly.

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ANNEXURE – C
“Marketing and Promotional Strategies of Truly Madly”
This project report in the Special Studies based on the in depth study of the Match
Making App Truly Madly is submitted in February, 2016 to the Sydenham Institute of
Management Studies and Research and Entrepreneurship Education (SIMSREE), B-Road,
Churchgate, Mumbai-400 020, in partial fulfillment of the requirements for the award of
the two years Master’s Degree, Masters in Management Studies (MMS) affiliated to
University of Mumbai & Post Graduate Diploma in Business Management (PGDBM) Run
by Government of Maharashtra & AICTE approved.
I thank our Director SIMSREE Mr.M.B.Bhide for his support and constant
motivation.
Submitted By
Name: TEJAS G JADHAV Roll No: M141044
Class: MMS (2014-16) Specialization: Marketing
Through
Name of the Guide: Prof. Pavan Patil

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ANNEXURE - D
CERTIFICATE
This is to certify that this project report entitled “Marketing and Promotional
Strategies of Truly Madly” is submitted in February, 2016 to Sydenham Institute of
Management Studies and Research and Entrepreneurship Education (SIMSREE),
Mumbai-40020, by Mr. Tejas G Jadhav bearing Roll No. M14044, Batch: MMS (2014-
16) in partial fulfillment of the requirements for the award of Master’s Degree, Masters
in Management Studies (MMS) affiliated to University of Mumbai & Post Graduate
Diploma in Business Management (PGDBM) run by Government of Maharashtra & AICTE
approved.
This is a record of his work carried out under my guidance. He has discussed with
me adequately before compiling the above work and I am satisfied with the quality,
originality and depth of the work for the above qualification.
Place: Mumbai ___________________________________
Date: 08-Feb-2016 Prof. Pavan Patil
SIMSREE, Mumbai - 400 020
Tel No:
Email:

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Executive Summary
Truly Madly MatchMakers Pvt. Ltd has launched a Match Making App in August 2014.The aim of my
project is to understand the marketing strategies,Promotional Strategies and their Revenue streams
as this is a new category of services that is trending.
1. To understand overall dating App scenario in India and Future Scope
Comparative study of global Dating apps and Indian Dating apps.
Understanding Safety features and Uniqueness of Apps to suite Indian Culture
Brief on Future of dating in India
Competitor Analysis
2. To understand marketing campaigns and app Promotion strategies of Truly Madly
Understand ATL and BTL Campaigns for Truly Madly.
Understand events and Targeting and Positioning strategy used by the App.
3. To understand and track different types of revenue sources of Truly Madly
Identifying Revenue generation sources of
Banner Ads
Data selling
B2B Promotions and activities
Video and In-app Advertising
Events

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Table of Contents
TOPIC PAGE NUMBER
Company Profile 7
Project Title
SCENARIO OF DATING APPS IN INDIA
Introduction……………………………………………………………………………………..
Modification to suite Indian culture……..…………………………………………..
Future of Dating in India…………………………………………………………………..
End Goal of Matchmaking…………………………………………………………………
Global Apps……………………………………………………………………………………….
Difference of Truly Madly…………………………………………………………………..
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MARKETING AND PROMOTIONAL STRATEGIES OF
APP
Positioning Strategy………,,………………………………………………………………..
Marketing
Initiatives/ATL……………………………………………………………………………………..
BTL Campaigns……………………………………………………………………………………
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REVENUE SOURCES
Banner ADS………………………………………………………………………………………
B2B TIEUPS………………………………..……………………………………………………..
Conclusion………………………………………………………………………………………….
Recommendations……………………………………………………………………………..
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40
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Company Profile
Trulymadly Matchmakers Private Limited headquartered at New Delhi is now a leading player in the
dating services Industry in India.
TrulyMadly is a popular dating app in India.
TrulyMadly, which launched its Android app in August 2015 and received close to 1.5 million
downloads, claims 35 per cent of its users are women.
Quite similar to Tinder, the biggest USP of TrulyMadly is profile verification via Trust Score and
matchmaking. The app focuses on introducing two right single people and ensures that it does not
spam any users profile and only suggests verified and relevant matches for a user, based on his/her
preferences.
Founders of Truly Madly-
The app has recently landed on the Windows Phone Store.

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SCENARIO OF DATING APPS IN INDIA

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1. Introduction
The success of Tinder in India has encouraged several Indian entrepreneurs to try their luck at
matchmaking. A raft of dating apps has come up in the last few months, attracting both handsome
funding and an ever-increasing user base from across the country.
“Now dating apps have become mainstream,” Sumesh Menon, CEO and co-founder of Woo, a
Gurgaon-headquartered dating app, told Quartz. “Just like e-commerce sites, now there are
celebrities throwing their weight behind the dating space. There are investors, and there are
consumers.”
Much of this success can be attributed to changing social norms in urban India, a huge population
under the age of 30, and the willingness of Indian entrepreneurs to tailor their products according to
the needs of young men and women in the country.
“Much like how Flipkart singularly focused on customer service, newer dating apps are working
towards the right product market fit, verified profiles, ensuring that no married men got on the app,
assuring women of safety and security,” Sachin Bhatia, co-founder of TrulyMadly, another popular
dating app, told Quartz.
It was in 2013 that Tinder—the Los Angeles-headquartered location-based dating app—made
inroads into the country, and became an instant hit among legions of urban youngsters. Two years
on, India is Tinder’s top market in Asia, the company’s spokesperson Evan Bonnstetter told Quartz.
Tinder is often considered a win for non-serious relationships, where a user can swipe right when she
or he is interested in a profile, or swipe left to indicate rejection.

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2. How Indian Companies have modified Truly Madly to suite Indian Culture
Indian dating platforms typically promise to connect urban singles who are not just looking for casual
relationships, but also sometimes a potential spouse. However, unlike typical matrimonial platforms,
they ensure a more liberal approach to India’s prevalent arranged marriage culture, wherein the
singles can choose like-minded individuals on the basis of their likes and dislikes rather than religion
or caste.
Still, many—including Woo—count their success in terms of relationships that culminate in wedlocks.
Another example is Bengaluru’s Floh, which doesn’t consider itself a dating service, because it caters
to men and women in the age group of 25-35 years who join the platform with a more “serious
intent” of finding a spouse, explained CEO Siddharth Mangharam.
Floh allows people to subscribe to the platform, meet prospective partners online, as well as offline
at events organised exclusively for members.
On TV and everywhere else
In the last few months, dating apps have started spending a lot of money on TV—similar to the kind
of marketing storm that was unleashed by e-commerce firms in the last few years.
Woo—which marketed itself through print and radio campaigns when it launched last year—released
its first television commercial in August 2015.
The same month, online and mobile dating company Truly Madly’s TV advertisement went live. “We
have only targeted English (speakers) to avoid spillage and overexposure,” Bhatia said. “We plan to
aggressively continue with on-the-ground grass-root activation through mixers and a comedy tour,
along with content marketing through our partners like Miss Malini, All India Bakchod, POPxo, among
others.”
“Everybody is putting advertising money out there, and that’s really helping create some awareness,”
Menon said.
Woo says that its mobile app has more than a million users in just a year, and it does about 10,000
matches a day. TrulyMadly, which also started last year, has seen a 100% month-on-month growth in
terms of downloads. The one-year-old company had some 150,000 active daily users.
On Tinder, “there are more than 7.5 million swipes in India each day on average,” Bonnstetter told
Quartz. “In fact, Tinder users in India also boast the most messages per match globally.”

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3. Future of dating in India
Dating apps have caught the attention of investors, too.
In March 2015, TrulyMadly raised $5.7 million (Rs35 crore) from Helion Venture Partners and Kae
Capital. Woo, on the other hand, is backed by Matrix Partners, Omidyar Network and mobile
technology company, U2opia.
“The Indian society is fast transforming and online dating is increasingly becoming acceptable,”
Helion’s Ritesh Banglani told Business Standard newspaper.
This year has already seen several other dating apps raise funds. In July, iCrushiFlush had raised an
undisclosed amount in seed funding from IDG Ventures in July. In November 2014, Noida-
headquartered Vee raised $1 million from Lightspeed Venture Partners.
“There has been a cultural shift in metros and big cities and Indians are now more open to having
boyfriends or girlfriends, in comparison to a few years ago,” Pragya Singh, vice president—retail and
consumer products at Technopak Advisors, told Quartz. “So going forward, I think, the sector will
take off and see a fast growth.”
As is true for most technology businesses, the entry barriers are low. Moreover, dating websites
worldwide is a highly monetised business—with revenues coming in from advertisements to paid
premium services.
“We spent a lot of time to avoid monetisation to understand the user. However, monetisation is
definitely on our roadmap,” Menon said. “At some point next year, I would expect us to be revenue
positive.”
No unicorns
Technopak’s Singh, however, said that the growth of these apps may be low in smaller cities and
towns—and that will reflect in the companies’ valuations.
“Investors who are betting on this segment will understand the challenges that these companies face
and so the realistic valuations of these companies will be much lower,” she said. “So in the near-
term, I doubt there will any unicorns in dating apps space, but then in the long-term, perhaps we see
a big player emerge.”
So, is Tinder concerned about competing with home grown companies? “We really don’

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4. END GOAL OF MATCH MAKING APPS
The heads of different Indian dating platforms - sorry, modern matchmaking - all agree that the end-
goal of their app is to end in marriages.
At the same time they are interested in earning revenues through in app Advertisement,App
downloads and promotions with corporate tie ups with Beverage companies and restaurants.
5. ASHLEY MADDISON and TINDER (U.S APPS)- Dating APP
Vs
Truly Madly/Matchify (Indian Apps) – Matchmaking App
Ashley Madison or The Ashley Madison Agency, was founded in 2002 by Darren Morgenstern.Ashley
Madison is a Canada-based online dating service and social networking service marketed to people
who are married or in a committed relationship. The Ashley Madison Agency is the world's largest
online Social Networking Community of its kind that caters to people who are already in relationships
but still want to date.

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ASHLEY MADISON CONTROVERSY-
AshleyMadison.com is owned by Avid Life Media (ALM), a Toronto-based firm. ALM also owns other
dating sites like Cougar Life and Established Men. AshleyMadison has been around since 2001 and
claims to have over 37 million users.
So why did AshleyMadison get hacked? According to the hackers, a part of the reason appears to be
$20 fee that AshleyMadison would charge its users if they wanted their profile deleted completely.
The hackers, who broke into the site, revealed that the data of even those who had paid the fee was
still very much present.
The hackers also leaked maps of internal company servers, employee network account information,
company bank account data and salary information. The Impact Team has also accused ALM of
running a prostitution ring with the website called Established Men which aims to connect rich men
with attractive girls.
According to information security journalist Brian Krebs, who first reported the news, The Impact
Team, wrote,
“Too bad for ALM, you promised secrecy but didn’t deliver. We’ve got the complete set of profiles in
our DB dumps, and we’ll release them soon if Ashley Madison stays online. And with over 37 million
members, mostly from the US and Canada, a significant percentage of the population is about to
have a very bad day, including many rich and powerful people.”
On charging $20 to delete an account, Ashley Madison has faced questions this in the past. Ars
Technica, had earlier pointed out how the AshleyMadison website was confusing users when it came
to deleting accounts.
The data breach at AshleyMadison came two months after dating website AdultFriendFinder was
hacked putting the data of nearly 4 million users at risk as it had found its way online.
AdultFriendFinder did not reveal the nature of the data security breach and had said that it was
investigating the incident with law enforcement agencies.
Unlike in the case of AdultFriendFriender, “Ashley Madison” hackers have put forth a clear demand
that ALM shutdown its sites. The fact that user data was compromised and the hackers allegations
that ALM does not delete credit card information which is linked to other things like address and
name, highlights privacy concerns. The incident is another example of how companies tend to treat
user data and the lack of transparency that needs to change, even if it is around adults who are
potential cheaters.

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B. TINDER
Tinder is a location-based dating and social discovery application (using Facebook) that facilitates
communication between mutually interested users, allowing matched users to chat.
The app was launched in 2012, and by 2014 it was registering about one billion “swipes” per day.
Tinder was among the first “swiping apps”, where the user uses a swiping motion to choose between
the photos of other users: swiping right for potentially good matches and swiping left on a photo to
move to the next one.
6. TRULY MADLY SAFETY GUIDELINES ESPECIALLY FOR INDIA-
At TrulyMadly, we aspire to provide Users with recommendations and suggestions for matchmaking
which could be most compatible based on the information provided by the User. Finding a highly
compatible match and being in a lasting relationship online is a likely probability through TrulyMadly.

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However, the choices and decisions in the context always rest with the User. We are committed to
assisting by providing guidance and support to the User for the User discovering User's best qualities
and those of potential partners.
User's judgment, choices, decisions and instincts are necessary at all times and can not override the
recommendations We make in good faith. We highly stress that there is no substitution for acting
with caution and best judgement. Some guidelines for assisting with the User's interaction with
probable matches through the Site are given below:
1. Please do not ignore your own Best Judgment
TrulyMadly monitors User account activity and investigates all complaints, however, verifying
criminal background of each account is not possible for TrulyMadly. Users' should bear in mind it is
always possible for people to misrepresent themselves. Some basic verification of information
provided on the Site is conducted by TrulyMadly through engaging third party experts. Such
verification is warranted only to the extent and quality, these third parties offer. However, assessing
a match's authenticity and genuine interest in a lasting relationship is ultimately the User's
responsibility. Users' are urged not to ignore any facts or feelings that seem inconsistent or "do not
feel right". User has to trust one's own instincts and remember that User has control over the
situation at all times. If during any interaction with any probable match, the User is suspicious, then
TrulyMadly recommends it would be best for User to end such interactions. If during a personal
interaction classified as a meeting for getting to know each other, the User is uncomfortable, then
the best option would be to leave and discontinue future interaction.
We recommend the User should be aware of some of the below mentioned indications when getting
to know someone new:
Please be careful if anyone who you meet through the Services immediately requests to talk or
chat on an outside email or messaging service than that offered through the Site. The Site offers a
securing messaging service;
Please be watchful of people who claim that meeting you was a matter of destiny especially at
early stages in communication/ interaction when you are just getting to know such probable match;
Please be very careful and vigilant about people you claim to be of certain location and all the time
seem to be travelling and does not have any chances of being in a city as yours reducing chances of
meeting of you feel ready for it;
Please do not believe any stories for need of money particularly someone who asks for money,
goods or anything similar, whether or not you have met such a person;

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Please be careful of people who ask you to assist/ support or engage in any manner with personal
transactions (depositing money, transporting something etc.);
Please take any relationship at a pace most comfortable to your own self and be careful of
someone wants the relationship to progress faster than your comfort;
Please verify, if someone indicates a sudden personal crisis and pressures you to provide any kind
of assistance particularly financial;
Please be careful in interacting, if someone asks inappropriate questions. These could be anything
which make you uncomfortable;
Please be careful of someone who requests for your home or work address under the pretext of
sending flowers or gifts and particularly when you don't feel ready to share the same;
Any sort of inconsistency in what anyone says;
Any sort of vagueness in responding to specific questions or avoiding certain questions which feel
important to you;
Please be very careful in interacting with someone who urges you, directly or indirectly, to
compromise your principles;
Any person who doesn't feel responsible or right for you or seems to be blaming others all the
time;
Please be careful in interacting with someone who insists on getting overly close, very quickly
particularly when you do not feel ready for it;
Any person who claims to be recently widowed or divorced and this information was not already
provided in his/ her profile with the Site and who gives explanation on why it was not provided.
Someone who has recently been out of a committed relationship could also be grieving and may not
be fully ready for a more committed relationship which you may want;
If someone disappears suddenly from the Site then reappears under a different name or is missing
for large periods of time.
2. We recommend NEVER Share Financial Information or Certain Personal Information with any
match
NEVER give credit card number or bank information or any passwords, including e-mail passwords;
NEVER share information which could reveal your passwords like, mother's maiden name, date of
birth etc. or other private information that can be used to access your financial information.

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NEVER send money to someone you meet online or to someone the person requests to, especially
by wire transfer.
Immediately stop communicating with anyone who pressures you for personal or financial
information or attempts in any way to trick you into revealing it.
3. Always Protect Your Account at TrulyMadly
When accessing User account from a public or shared computer, use caution and be aware of your
surroundings so that others are not able to view or record your password or other personal
information.
4. Be very Cautious When Sharing Personal Information
We strongly encourage Users to be cautious when sharing personal information that could reveal
identity. Never include last name, email address, home address, telephone number, place of work or
any other identifying information in Internet profile or initial email messages. We urge Users to refer
to Our security guidelines and resist the urge to provide a personal email or phone number right
away, even if you feel a strong connection. We encourage you to get to know a match well before
sharing personal details and only if you feel confident to do so. Sharing such information
immediately, do not support trust in a relationship as most people seeking these for malicious
reasons may convey.
We understand that speak on the phone with a prospective match can be important step in getting
to know each other, however, before you share phone numbers, User should make sure that the
need to respect each other's privacy and other important issues have been discussed and agreed
upon. If either of the people in the match decide to end communication in the future, agree not to
use the phone number of the other as a means to pursue an unwanted relationship. For added
security, try using your phone's privacy features when you call, like private number blocking.
5. Do Your Own Research on any recommended match you wish to progress with
While we conduct certain types of screening and utilize a variety of screening technologies and
verification methods through various resources, please note such screenings can not override what
you wish to research or assess. Personal safety and securing a future in a relationship is always one's
own responsibility. We urge Users to conduct any verification and screening they wish to perform for
their safety on the matches, recommended/ suggested.

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The background check conducted on the Users is very limited in nature, We expect honesty from
Users when filling the Compatibility Assessment while providing personal information about
themselves, to provide correct date of birth, marital status, city and state of residence, occupation,
educational background and other information.
Regardless of the connection a User may feel with any of the matches, We encourage Users to do
their own research before or even after meeting in person. This can include typing match's name into
a search engine, or using a paid service to obtain a full background report. Also pay serious thought
to gut feelings. Pay attention to the details someone shares. If the User feels anything that doesn't
seem to be right, we strongly recommend Users to follow their intuition and stop communicating
with that person.
6. Use Caution When Deciding to Click on Any URL Link
If any match shares a URL link to a favorite website or article as part of the get-to-know-you
communication process User should always use good judgment and be cautious when deciding to
click on any URL links. In particular, be aware of links that lead to web pages which look similar or
identical to TrulyMadly homepage, including its log-in fields. These links are typically sent as attempts
to 'phish' for log-in information from users in order to compromise user accounts. You should report
any such phishing attempts to TrulyMadly immediately. The only way to log in to User account with
Our Site is through TrulyMadly webpage and by directly accessing www.trulymadly.com
7. Take Your Time to decide on a match or even progressing in a realtionship
Online communication can sometimes accelerate one's sense of comfort and intimacy and thus,
makes it necessary to get to know each other better through other means. TrulyMadly offers secure
anonymous messaging system for use for as long as it is required for getting to know the
recommended match.
Even though TrulyMadly's Compatibility Assessment creates extremely compatible matches, it can
not replace the need for your own experience. It is vital to meet and get to know each other in a
meaningful way. So we recommend, allow time for a variety of experiences to occur. In cases of long-
distance relationships, if possible, you should consider living in the same area for a significant time
before committing to a more serious relationship. Move slowly and pay attention to the reality of the
relationship.
8. Make Your meetings Safe
Meeting in person can be exciting. It is fun to explore the level of chemistry you share with the
match, but always exercise reasonable caution.

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While meeting a Match, Please Do:
Choose the time and place of such a meeting. Meet in a public place at a decent hour during which
lots of people will be around. Evening and night arrangements can be avoided for initial meetings;
It could be best to abstain from alcohol consumption in the first few meetings;
Using one's own transportation for initial meeting would be best. Wherever possible, try not to
share place of residence immediately unless you are absolutely sure and comfortable of doing so;
Always share your plans and when you will return with a friend or a family member. Also, try to
leave the address behind of the place where you going to meet. If the choice of place is not made by
you, it would be good idea to check the same in advance a day or two before;
Carry a fully charged mobile phone with easily accessible emergency numbers.
While meeting a Match, Don't:
Leave unattended personal belongings such as purses, wallets, or jackets with pockets that may
contain items that could reveal personal information about you, such as a driver's license, credit
cards and ATM receipts or even in which the match could put something not belonging to you;
Try not to meet at your house or place of work or give that information out until you feel
comfortable and feel know the match well;
Try not to go home with someone, even if it feels like everything is going great. You have not spent
enough time with them to assess whether your safety is at risk. Revealing your residence address too
early may not be a good idea.
9. Always be Respectful and Kind
Users should always be respectful and treat matches as User would want them to treat User. Not
every match is going to be right for you so closing communication with matches and having matches
close communication with you is a natural and healthy part of the process. TrulyMadly is about
bringing two compatible people together who have a solid foundation from which a long-term
relationship would have a high probability of success. User still needs to carefully consider whether
this particular person is the one with whom User would like to further a relationship. If User feels the
need to end communication, then be honest, direct and polite. The sooner User addresses this
determination, the better.

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If a recommended match feels the need to close communication with User, please respect their
wishes. If User still persists, then TrulyMadly could be constrained to take adequate steps to prevent
such User to receive such Services.
10. Report Concerns About a Match to TrulyMadly
TrulyMadly works diligently to close Users who misrepresent to other Users on our Site, and member
complaints are taken, seriously. If User has concerns about a particular match, please do not hesitate
to contact us so that appropriate steps can be taken to keep TrulyMadly safe. Email your concerns to:
contact@trulymadly.com.
If We close an account for suspect activity, inappropriate behaviour or falsified identity, User may be
notified via email to discontinue communicating with the match in question. We strongly encourage
all of our members to review emails received from TrulyMadly to ensure this communication is
received promptly.
We hope these guidelines will help to make User experience a success, and find a life partner/ soul
mate, as so many others.
7. HOW IS TRULY MADLY DIFFERENT FROM ALL OTHER DATING APPS?
While you get to select profiles in the app matching your requirements, the app boasts about having
verified user profiles. The app is only for singles, divorced, widowed, etc.; it isn’t for married folks like
me. The Facebook login was smart enough to find out that I was married so I logged in via email with
an un-verified profile. One can only browse the set of profiles with an un-verified profile, for any
other activity profiles need to be verified.

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TRUST SCORE-
While you get to select profiles in the app matching your requirements, the app boasts about having
verified user profiles. The app is only for singles, divorced, widowed, etc.; it isn’t for married folks like
me. The Facebook login was smart enough to find out that I was married so I logged in via email with
an un-verified profile. One can only browse the set of profiles with an un-verified profile, for any
other activity profiles need to be verified.
a. DIFFERENT FROM ASHLEY MADISON
Truly madly is not an app targeted for married couples as Ashley Madison was.It has trust scores
and is meant for Indian youth ,divorced people which is completely transparent
SECURITY ASPECT-
As far as friends are concerned Truly Madly matches you with with people you don’t know.Truly
Madly never allows you to take snapshots of the profiles.
Truly Madly is just a match making app it tries to position itself as only match maker.
b. DIFFERENT FROM TINDER
Tinder though has attracted massive crowd in India is looked up as a Hook up app and not a match
making app.
Tinder has almost no trust parameters and just needs Facebook login to start.

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Marketing Strategies and
Positioning of Truly Madly

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Positioning of Truly Madly
a. Target Segment -
English speaking Single Women and Women Professionals
FIG 2
b. Positioning Strategy
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

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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.

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Marketing Strategy of Truly Madly
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 light hearted nuance of checking out boys
with your bestie in situations every single girl can relate to.

29
FIG 3
Twiter response to TVC Commercial

30
MISS MALINI TIE UP
Truly Madly has used Miss Malini platform to target English speaking Women community with Virtual
Speed Dating Hangout

31
Get people Talking
BTL CAMPAIGNS-
1. SPONSORING EVENTS AT PREMIUM BSCHOOLS
2. WELINGKAR FIND YOUR SOULMATE PARTY
3. CANTEEN TEA CUPS DISTRBUTION IN ALL COLLEGES ESPECIALLY
FEMALE COLLEGES

33
REVENUE GENERATION AND
B2B TIEUPS BY TRULY MADLY

34
Revenue Generation Sources
1. BANNER AD REVENUE
 Sponsored AD of “Uber “ cabs in between chats in Truly Madly
 Truly Madly earns per click on Sponsored Ads.
 This is their main source of Revenue

35
2.Arranging City wise party and events and generation cash through entry fees
Truly Madly analyses trends through quizzes and data which they sell it to Market Research
Companies

36
4. Truly Madly has started tie ups with restaurants so that all matches meet up at a place which
truly madly decides so that they generate cash through commission on Bills from these high
end restaurants

38
5. Truly Madly has tied up with Starbucks in an event to unsingle yourself by buying a Tall drink
at Tata Starbucks and mutually benefiting both the brands

39
CONCLUSIONS AND RECOMMENDATIONS-
CONCLUSIONS
RECOMMENDATIONS

40
BIBLIOGRAPHY
Sr.
No.
ARTICLE
/PAGE
REFERRED
Source/Reference
1 FIG 1 & 3 http://lighthouseinsights.in/trulymadly-boybrowsing.html/
2 Fig 2 http://brandequity.economictimes.indiatimes.com/news/digital/a
pp-goes-dating-for-urban-women/49282054
Date-9/10/2015
3 ASHLEY
MADISON
CONTROVE
RSY
http://indianexpress.com/article/technology/social/ashley-
madison-data-breach-why-the-website-for-cheating-spouses-
got-hacked/
Date 19/08/2015
4 STARBUCKS
TIEUP
https://twitter.com/thetrulymadly?lang=en-gb
5 PVR
BTL
http://www.afaqs.com/news/story/42956_Security-check-at-
TrulyMadly
6 TRULY
MADLY
COMPANY
INFO
http://www.trulymadly.com/aboutus.php
7 Truly Madly
Safety
guidelines
http://www.trulymadly.com/guidelines.php

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