Conceptualised by Contract India, the film highlights how the dating app is available round the clock, like a girl’s best friend, to point out all suitable boys for dating
BestMediaInfo Bureau | Delhi | August 31, 2015
‘Boy Browsing’, that amazing everyday experience of girls checking out boys with one’s best friend, finally gets its own name in a fun new film by dating app, TrulyMadly. The new film can be viewed online and on TV and is part of TrulyMadly’s ongoing ‘Bestie’ campaign, which highlights how the dating app is available round the clock, like a girl’s bestie, to point out all suitable boys for dating.
Conceptualised by Contract India, this is a film made by a team of girls, for the girls. 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 film 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 one’s bestie in situations every single girl can relate to.
Sachin Bhatia, CEO and Co-Founder, TrulyMadly, remarked, “Girls love checking out boys with their besties, so we thought of finally giving this behaviour an appropriate name – ‘Boy browsing’ – with our first TV and online film. Made by a gang of girls, the film has scenes so relatable that we expect it to make boy browsing a part of pop culture lexicon and a topic of everyday conversations.”
“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,” he added.
Ashish Chakravarty, National Creative Director, Contract India, elaborated, “Collaborating with TrulyMadly has been refreshing as it is a dynamic and open working relationship. On the TVC, we know that the dating behaviour of now is really fluid and exploratory. We felt that the brand communication should also be similar in tone. So the idea of taking a social behaviour that exists (checking out boys for your friend) and owning it emerged. Boy Browsing, as we have phrased it, is a real and relatable phenomenon that we are certain will be loved by the ladies and catch on. We’re excited to build the brand around it.”
Creative agency: Contract Advertising
Creative Team: Ashish Chakravarty, Mayur Hola, Vineet Mahajan, Prashant Challapalli, Prateek Suri, Purva Ummat, Anissha Mazumder, Ritrup Biswas, Sugato Roy, Rhea Budhiraja
Production House: Oink Films
Director: Shirsha Guha Thakurta