TrulyMadly launches Unsingle Mixers

The app aims to engage youth by organising musical gigs.

Online dating app TrulyMadly has initiated an on-ground activation comprising numerous events to create brand awareness and generate app downloads. The events involve EDM, techno and Bollywood gigs by contemporary artistes and DJs in five cities. A total of 50 events will take place under this activation, from June to November. This is TrulyMadly's first major media activity since its launch.

These events have been strategically named 'UnSingle Mixers' to avoid the word 'dating', which, according to TrulyMadly, is still a taboo in India. The app aims to target its core audience of 18-27 year-old singles in Delhi, Mumbai, Bengaluru, Pune and Hyderabad. Artistes like Anish Sood, Julia Bliss, Hiten Panwar and others popular with the youth will be seen performing at key hangouts. Entry to the mixers is free for all singles, subject to a profile verification on the app.

The overall promotion of the campaign will be done on social media platforms like Facebook and Twitter, content platforms Scoopwhoop, PopXo, MissMalini and others, as well as on the app itself. The media mix will also involve radio ads in the cities where the events will take place.

Sachin Bhatia, CEO and co-founder of TrulyMadly, says, "The best way to reach our TG is digital media. We don't want to waste money on TV and newspaper ads, reaching people who are not relevant to us."

14 out of the 50 events have already taken place and witnessed an average of 320 footfalls. However, Bhatia claims that the reach is much higher. "These events are talked about on social media and many others get to know about them and about TrulyMadly. This is what we want, to generate a positive conversation about us in our TG," he adds.

The campaign has been conceptualised and produced in-house, while WMS Entertainment has been taken on board for artiste coordination.

Although TrulyMadly, currently, has a website as well as an app, the plan is to go app-only soon. It claims to have had 700,000 app downloads till date. The app pitches itself as the 'safest dating paltform' in India, with robust profile verification system trust scores.