| Branded Film Content & Entertainment – Fiction up to 5 mins | ||||
| Awards |  |
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| Client | Truly Madly Matchmakers Pvt. Ltd. | |||
| Brand | 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 | ‘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 |
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 creepiest. | |||
| Audience | Urban Women (aged 18 – 30) | |||
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