Dating app TrulyMadly has rolled out its first TVC and digital film. Conceptualised by Contract Advertising, the film invites girls to go #BoyBrowsing.
It features young women in everyday situations playfully and coyly checking out boys with their best friends (besties). Set to a lively sound track, the film captures girls working in a cafe, at home, at a wedding, in a classroom, in an elevator, a bus, a club and in an office, among other places, eyeing boys, pointing them out to each other and even helping their friends with introductions. A super then asks 'Boy Browsing?' followed by 'You've got a new bestie'. The film ends with girls on the app, by themselves, as the brand signs off with the message: 'Unsingle'.
Sachin Bhatia, CEO and co-founder, TrulyMadly, said, “Girls love checking out boys with their besties, so we thought of finally giving this behavior 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."
Production house: Oink Films
Director (film): Shirsha Guha Thakurta
Music, lyrics: Kavya and Khyati Trehan