Woo tempts urban singles with a matchmaking proposition

The debut TVC of Woo has been directed by Aniruddha Sen and highlights a sense of possibilities for the single person that love is waiting around the corner, provided one looks for it at the right place

BestMediaInfo Bureau | Mumbai | September 1, 2015

Click on the image to watch the TVC.

Woo, a matchmaking app for urban singles, has rolled out its maiden TVC aimed at introducing new users in the age group of 25-35 years to the app's highly differentiated user experience and moving matchmaking beyond swipes.

The TVC has been ideated by the in-house team of Woo and produced by Mumbai-based production house Electric Dreams Film Company and directed by Aniruddha Sen. The film highlights a sense of possibilities for the young, urban single person, that love is waiting around the corner, provided one looks for it at the right place.

Woo acts as an aggregator for young, single professionals who are looking for love and it provides them a place to form rich, meaningful, lifelong connections. The high-impact campaign, for which the media planning has been done by PM Media, will be seen on leading entertainment, movies and music channels on TV, with support from radio, outdoor and social media.

Sumesh Menon, CEO and Co-Founder, Woo, said, “The reason we planned the TVC at this time is because we've completed a year in the market with over 1 million downloads, making us the largest player in the exploding matchmaking category. We're also on a constant innovation curve and have launched a host of features that take the user experience beyond swipes and bring depth back into the matchmaking process. We thought this was a good time to up the ante on marketing and get the word out to more people in the TG.”

The TVC narrates a simple story – that of two young people, working in a city. They are seen going about their lives, meeting friends, exploring the city. They're oblivious to each other, yet, somehow, their paths keep crossing until finally one day, they make a connection. It is this sense of possibility, of optimism and of conveying that there are so many people out there, connections that are waiting to happen, love stories waiting to be written, that the TVC aims to convey.

“All of us have a love story. For some of us, it becomes a reality and for some of us it remains 'if only'. I created the script on this 'if only' factor, a story of two lives that are meant to be together, who want to be connected, if only they would discover one another. This film needed a balance of reality and lyricism. We tried to bring that in the spaces, the mood, the colour and the filming. We shot the film in Kolkata, which offered us beautiful locations, and has a lot of character. Everyone in the team – the two actors (Prarthana Saikia and Kiran Srinivas), the cinematographer (Mrinal Desai), the music director and singer (Arijit Datta) – worked towards a vision of creating this beautiful lyrical love story,” elaborated Aniruddha Sen.

The launch of this high-decibel TVC comes with Woo crossing 1 million downloads and firmly establishing market leadership in the category. The brand has also introduced some key changes in the app user interface that helps users to go beyond swipes and make truly meaningful connections. The latest features such as TagSearch, QuestionCast and Reconsider facilitate intelligent discovery and provide hooks for stimulating interactions beyond matches.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Woo

Production House: Electric Dreams Film Company

Direction and Script: Aniruddha Sen

Producer: Suparna Chatterjee

Director of Photography: Mrinal Desai

Music Director and Vocal: Arijit Datta

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