Security check at TrulyMadly

By Devesh Gupta , afaqs!, New Delhi | In Advertising | January 09, 2015
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The dating app is running a BTL-activation exercise to tell consumers about its safety features.

TrulyMadly, a dating app, is running a BTL campaign in PVR Cinemas in Mumbai to inform consumers that it is safe to use the app. It has branded security checkpoints at the theatres to convey its message.

TrulyMadly's security check campaign

TrulyMadly's security check campaign

Sachin Bhatia

The brand has placed two floor stickers at each security checkpoint (one before and second one after) through which every visitor has to pass. The first sticker shows the five security checks that every profile registering with the dating app has to pass in order to get 'verified'. The five pointers include phone numbers, current employment, LinkedIn info, photo ID and Facebook IDs.

The second sticker, placed right after the security checkpoint, says 'Verification Completed'. There was no way that a visitor could fail to see the branding. The campaign, which started with the release of the Bollywood flick 'PK' on December 19, will end on January 18.

Speaking about the idea, Sachin Bhatia, co-founder, TrulyMadly, says, "We chose security checkpoints to tell people that TrulyMadly is safe to use and that all the profiles registered with us are verified. We take utmost care in ensuring the security check of every profile so that our users get to connect with genuine people and not fake ones."

Though the brand is headquartered in Delhi and runs most of its campaigns in the national capital, it chose to execute this campaign in Mumbai to increase its presence in the region. The creatives were designed in-house while an external activation agency worked on the ground.

Bhatia claims that, after this campaign, registrations from Mumbai increased by 20 per cent. "We are getting a lot of good feedback on our social media handles for this campaign," he adds.

The TG for the brand is between 22 and 27 years. "We chose theatres because a large number of our target audience comes there. Though there was a heavy spillover - as many families also come - the message was well received," points out Bhatia. TrulyMadly campaigns across colleges in Delhi to reach out to its audience.

The brand claims to have over 100,000 downloads of which 35 per cent are women and 65 per cent are men. "We are getting a lot of traction from small towns, which is a good sign," says Bhatia, adding, "but the category still has a lot of challenges."

Rahul Kumar, Hitesh Dhingra and Bhatia, former senior members of and, who founded TrulyMadly in 2014,claim that the portal is a first-of-its-kind matchmaking website 'rooted in generation NOW'.

The website works on a social algorithm based on research conducted by a team of psychologists who eventually derived a set of personality attributes responsible for a long term, successful relationship.

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