iContract has bagged the integrated communication mandate for online dating app TrulyMadly following a multi-agency pitch.
iContract and TrulyMadly will pool their creative, content and strategy teams to work towards marketing deliverables across media, informed an agency statement.
Sachin Bhatia, co-founder, TrulyMadly, said, "iContract with its young team and sharp understanding of digital and social media will make for a great extension of our marketing team. I look forward to working with them.”
Rana Barua, CEO, Contract Advertising, said, "Contract has the reputation of building truly iconic brands. Truly Madly is a great opportunity for us to build a completely new and buzzing youth brand in India and it is a pleasure to collaborate with established dot com pioneers like Sachin, Rahul (Kumar) and Hitesh (Dhingra). We have put together a truly integrated team working on the business handling the entire spectrum of work from mainline to digital under one roof."
New Delhi-based TrulyMadly was launched in August 2014 and claims 500,000 downloads across iOS, Android and Windows to date.
An iContract-led integrated campaign will include a TVC, besides digital films, and print, radio, OOH, digital and activation legs. A team comprising resources from Contract and iContract will be formed to work on the account.
Prashanth Challapalli, SVP and digital head, iContract, added, “One consumer. One brand. One market. This has been the integration philosophy we have been practising for quite sometime and we are very excited to implement this holistic structure for TrulyMadly. We are pooling the best resources we have within Contract and iContract as a single team in order to build an exciting, new youth brand in the country."