Social media guru Pashmini Narang (SocialSamosa) wrote, “Communal, economical, regional, religion based, status backed or attire induced, biases come in all categories. They are scathing and difficult to lose conviction in. As they are long held, even the most acclaimed liberalist will be prone to a few of his/her own. The campaign gets us in touch with our own assumptions in a witty fashion, laced with dark humour, and prompts you to laugh at and loathe stereotypes in the same breath. And I guess therein lies the brilliance of this piece of communication.”
Shobita Dutt (ScoopWhoop) generously covered #BreakingStereotypes and shared 15 images from the campaign. This article has already received over 16,000 Facebook shares and 300 Twitter mentions.
“I love you but you know, things can’t work out between us. You’re a Manglik and I’m not.” — Seriously? Love has no place when your stereotype jumps in? Such are the mindsets today which are stopping the real essence of an individual to unfurl. These mindsets are full of illogical stereotypes which are holding people back. Time has changed, and so should we. Thus, based on this whole idea of breaking stereotypes, Truly Madly strives to connect two suitable individuals together with the help of their own modern ideology.”
“Every picture represents the special search ability of the online platform. Destroying the traditional concepts of searching a partner the contents clearly specify its national reach. Content is shareable and on personality traits or demographics. Youth centric pictures easily attract the mid-age people. Funny and creative way that tells us stories on different lives.”
Faisal Haq, the Founder of Reviewwalla.com participated in #BreakingStereotypes for TrulyMadly.com and wrote about his experience here!
“The campaign has been gaining momentum on social media with people sharing and appreciating it and also supporting it by sharing their own #breakingstereotypes lines”
“India being a huge country with so many different people and their habits, its quite natural to have so many stereotypes embedded in our minds.
This campaign from TrulyMadly.com, a matrimony website, helps us to look beyond some of those.”
“For a website that is itself breaking the norms of matchmaking in India, #BreakingStereotypes is a perfectly aligned campaign. While, on the one hand, it breaks age-old stereotypes existing in the Indian society, it also helps promote the matchmaking service to the right set of people.”
“We realised there’s a huge gap between how matchmaking is done in India and the aspirations and requirements of today’s singles,” says Rahul Kumar, co-founder of Delhi-based TrulyMadly.com. “The matrimonial landscape is changing. Now young people decide who they want to marry and parents only come in later for approval.”
That the world of marketing is more and more determined by swipes, tweets and posts is undeniable. Yet, even as marketing blogs and successful marketers extol the virtues of digital marketing, very few Indian companies have managed to craft brands using digital media as a central medium. It’s why Breaking Stereotypes, a social media campaign run by TrulyMadly, a four month old “modern matchmaking” company is an interesting case study of how to use the medium effectively.