| Use of Music for Film Advertising |
| Client |
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Truly Madly Matchmakers Pvt. Ltd. |
| Brand |
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Truly Madly |
| Agency |
|
AIB Vigyapanti |
|
|
|
| Brief |
|
Creeps are the biggest roadblocks for women to get on to dating apps. Truly Madly, a popular dating app, wanted to communicate about its key feature ‘verified profiles’ which helps in keeping creeps away. |
Cultural Context
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|
‘Qawwali’ is a form of Sufi music. It’s more than 500 years old, but widely popularized by Bollywood songs where two teams battle it out with their verses. Never before had a brand parodied this genre or used it in the way Truly Madly did. Our music video combined a centuries old music genre with lyrics that were contemporary and peppered with internet lingo. And that’s where the humour came from. |
Solution
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We created a music video in the form of a modern day ‘Qawwali’ where two teams of women sing about the creeps they’ve met as they battle it out as to whose creep is the creepier one. |
