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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…………………………………………………………………..

8 9 11 12 9 21

MARKETING AND PROMOTIONAL STRATEGIES OF APP Positioning Strategy………,,……………………………………………………………….. Marketing Initiatives/ATL…………………………………………………………………………………….. BTL Campaigns……………………………………………………………………………………

26 27 29 31

REVENUE SOURCES Banner ADS……………………………………………………………………………………… B2B TIEUPS………………………………..…………………………………………………….. Conclusion…………………………………………………………………………………………. Recommendations……………………………………………………………………………..

34 36 40 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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FIG.1.

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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.

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FIG 3

Twiter response to TVC Commercial

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MISS MALINI TIE UP

Truly Madly has used Miss Malini platform to target English speaking Women community with Virtual

Speed Dating Hangout

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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

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a. PVR cinemas

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

37

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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