iContract wins communication mandate for TrulyMadly

...And why the media industry should care.

iContract has won the integrated communication mandate for TrulyMadly, the New Delhi-based online dating app.

iContract and TrulyMadly will combine their creative, content and strategy teams to work on all marketing deliverables for TrulyMadly, across media. The iContract-led 360-degree communications campaign will include TVC, print, radio, OOH, digital, social, activation and digital films.

Prashanth Challapalli, senior vice president and digital head, iContract, marks this as a watershed moment for an integrated business lead by digital. "One Consumer. One Brand. One Market. This has been the integration philosophy we have been practising for quite some time, and we are very excited to implement this holistic structure for TrulyMadly. We are pooling the best resources we have within Contract & iContract as a single team, in order to build an exciting, new youth brand in the country."

"Contract, with its young team and sharp understanding of digital & social media, will make for a great extension of our marketing team. I look forward to working with them," says Sachin Bhatia, co-founder, TrulyMadly.

Launched in August 2014, by Bhatia, Hitesh Dhingra and Rahul Kumar, TrulyMadly allows individuals to discover partners through shared interests and personality matches. The company has been witnessing 100 per cent month-on-month growth and has more than 500,000 downloads across iOS, Android & Windows.

According to Rana Barua, CEO, Contract Advertising, "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 and Hitesh. 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."