Indian dating site evokes classic Bollywood

Two women engage in a musical duel to determine whose "creep" is creepier

MUMBAI — Dating app TrulyMadly has rolled out a digital film to support its #BoyBrowsing campaign. To make the point that TrulyMadly features verified profiles, the ad offers a comedic twist on a traditional Qawwali musical face-off between two women and their entourages.

The film is the first project of Vigyapanti, comedy group AIB's advertising wing.

In a mix of Hindi and English, the first woman sings that when Mark Zuckerberg rolled out Facebook, he forgot to inform women about the two sections in the Facebook inbox: one for friends and the other for "creeps." She complains how the second folder is always flooded with random messages from men and how the Internet doesn't have a lack of such "romantics." Her song signs off with the line "Mere creep se creepy, koi creep nahi hai" (No creep is creepier than mine).

In response, the second singer starts off saying the "creep" her opponent has described isn't even a "legit creep." Her story is of a real-life creep, who stands outside her building when she returns from work, disguised as a watchman, elevator operator and pizza-delivery boy. She claims while the first singer’s "creep" resides only on Facebook, hers is possibly lurking somewhere close (as the camera spots a man hiding in the background). She proclaims that there’s no dearth of such "romantics" in her neighbourhood.  
The duo exchanges lines on what their respective "creeps" have done to win them over. They start finding things in common and realize that it is the same "creep" who has been approaching them. The Qawwali’s line changes as they sing together, agreeing that there is no creep that is creepier than "theirs."
The film ends with the warning: 'Don't let boy browsing turn into creep browsing. Date wisely. Find verified profiles only on TrulyMadly."
This article first appeared on

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free