Gurgaon: Mamaearth, the fastest growing FMCG brand in India, launches #TrulyBeautifulME campaign in collaboration with TrulyMadly, the fastest-growing dating app, to celebrate finding beauty in little acts of goodness which truly makes one beautiful and helps build real connections.
Every year, closer to Valentine’s Day, people begin their search for their perfect match and resort to dating apps to find their beautiful partner for that V-Day. Mamaearth has always had a different perspective on what makes people beautiful and hence the brand decided to run a poll on their social media platform to find what makes one beautiful. The poll gave the followers 3attributes that define their perfect partner- Good Looks, Good Deeds, or Good Style. Contrary to popular opinion, the maximum votes came for Good Deeds, reiterating the brand’s belief that it is the goodness in actions that make one truly beautiful.
Mamaearth is a purpose-driven brand for millennials who believe in choosing goodness for themselves and the environment. Mamaearth believes that goodness starts with the small choices each of us makes every day! The brand continues to live up to its belief by using only the best of nature and no toxins or harmful chemicals in its products. They are also animal cruelty-free, plastic positive, and have launched the Plant Goodness promise last year. The brand strongly believes that millennials and youth today buy into brands that set out to serve the greater good.
Understanding the need among the youth to build meaningful connections, Mamaearth has partnered with TrulyMadly, a dating app that brings focus on compatibility and finding beauty within people rather than just matching with someone basis their looks. #TrulyBeautifulMe campaign focuses on finding beauty in good actions rather than just swiping right for someone’s good looks.
Through this initiative, TrulyMadly will encourage people to update their profile with a new question on ‘What makes them beautiful?’ In the response, if they select Good Deeds, this will add a badge stating ‘Beautiful by Good Actions’ to their first profile picture on the app. This will be sent to all existing users via notifications and will be a part of the profile creation for new users.
With this initiative, Mamaearth and TrulyMadly are hoping to help the youth identify true beauty and forge real connections, that transcends beyond physical appearance, debunking the age-old myth that beauty is external.
To communicate the initiative, Mamaearth has created 2 films reiterating the collaboration narrative by showcasing how beautiful actions help connect with like-minded people and build connections that go beyond looks. In the first film, the protagonist is a girl who reuses plastic containers as pots for her plants and loves taking care of them. She uploads a picture with her plants on the app and that helps her connect with someone who sees beauty in that deed. In the second, the protagonist is a male who is getting ready for his Valentine’s Day date. He has a card and flower ready for his valentine. As he walks closer to his date, it is revealed that his date is his grandmother and uploads that picture of his TrulyMadly profile. These simple deeds of goodness help them connect with people who see beauty in their deeds, thereby helping them forge better connections.
“We are a brand for millennials hence we understand the requirements of our consumers. We innately believe that true beauty is in good actions but are often misled by conventional societal norms. The Instagram poll followed by the collaboration helped us reinforce our beliefs that Goodness in action is what makes us truly beautiful. And there was no better time to remind people about this than Valentine’s Day, a day that makes us believe that we need to look beautiful to have real connections. Millennials seek someone who is beautiful on the inside and contributes to the world by little acts of goodness every day. We are thrilled about the collaboration with TrulyMadly, a platform that echoes the same beliefs and moral compass. With this campaign, we hope to encourage individuals to start developing deeper connections with someone’s real beauty as a primary criterion.” said Ghazal Alagh, Co-Founder and CIO at Mamaearth.
Snehil Khanor, Co-Founder & CEO, TrulyMadly said “The idea behind TrulyMadly is to help people move away from the age-old concepts of ‘fair, slim and tall’ and nurture truly meaningful relationships by prioritizing compatibility and the person within. As we strive to achieve this, we have seen the younger generation embrace the values of good deeds. Launching this campaign on Valentine’s Day helps us achieve two key objectives. First, as this is the time when users want to build new relationships, we have the opportunity to nurture deeper and more humane connections. In addition, with Valentine’s Day being the peak season for TrulyMadly, we have the opportunity to engage maximum users and spread more awareness. And there could not have been a better partner than Mamaearth, which is committed to highlighting the beauty inside, for supporting us in this initiative.
Commenting on the partnership, Gaurav Arora, Co-Founder, Social Panga, said, “When Valentine’s Day comes around the corner, we are all trying to find our perfect match! With #TrulyBeautifulME, we wanted to stay true to Mamaearth’s purpose – those little acts of goodness are what make you beautiful – and challenge the popular notions followed on dating apps. Collaborating with TrulyMadly helped us implement this thought on a popular dating app. By allowing users to add the ‘Beautiful by Good Actions’ badge on their profiles, we helped them stand out and embrace their goodness inside on the dating app!”
