Brands
Schmooze, the meme-based dating app from Stanford launches in India
Mumbai: With an aim to disrupt India’s cluttered online dating segment and resonate with the expressive Gen Z, Schmooze, an innovative meme-based dating app, has launched in India with a unique approach that prioritises humour, authenticity, and genuine connections. Having effectively engaged with the Indian audience on various social media platforms, Schmooze enters the Indian market with a profound understanding of the prevailing meme culture. The app is positioned to provide a rejuvenating and meaningful avenue for Indian users to navigate the journey of love, aspiring to foster connections that are both heartfelt and enjoyable.
Unlike traditional dating platforms, Schmooze sets itself apart by encouraging users to spark conversations through swiping and sharing relatable, amusing memes as icebreakers. This innovative approach strikes a chord with the younger generation, which places a premium on both humour and authentic self-expression. Additionally, recognizing the common pitfalls of online dating, where users often present idealized versions of themselves leading to mismatches and disappointment during actual dates, Schmooze’s AI comprehends users’ personalities, preferences, and traits based on their meme interactions. This understanding enables the app to accurately predict user characteristics and subsequently offer compatible matches. By seamlessly integrating memes and cutting-edge technology, Schmooze aims to foster connections that are not only fun but also grounded in genuine compatibility.
Since its inception, the platform has received remarkable traction, facilitating over 3.5 million matches, engaging in 50 million meme swipes, and celebrating over 1000 success stories. What makes it such a success is its dynamic algorithm where individuals who share a common sense of wittiness and vibe are united across geographical boundaries.
Commenting on the launch, Schmooze co-founder Vidya Madhavan said, “Our journey began with a recognition – that the younger generation communicates its thoughts, emotions, and life experiences through the language of memes. So we harnessed AI to extract what the language of memes say about people’s preferences to help them laugh their way to love. Schmooze isn’t just about matching; it’s about providing a space where humour becomes the bridge to forging meaningful relationships.”
The rise of meme culture has transformed the way people communicate and share experiences. Memes have evolved from simple internet jokes to a universal language that transcends cultural and linguistic barriers. The app capitalises on this phenomenon by using memes as a tool for fostering connections. By harnessing the power of memes, Schmooze has turned humour into a powerful catalyst for creating meaningful relationships.
Founded by visionary co-founders Vidya Madhavan, Abhinav, Anurag, esteemed alumni of Stanford University and BITS Pilani, Schmooze is at the forefront of redefining online dating through the integration of memes, fostering meaningful connections that go beyond surface-level interactions. With an impressive track record of successful matches, meme swipes, and stories of genuine connection, Schmooze is dedicated to bringing laughter, connection, and love to the forefront of modern dating.
Brands
Parle-G celebrates Bihu with music-led campaign rooted in culture
Two-part films blend nostalgia and storytelling to capture Assam’s festive soul
MUMBAI: Parle-G has turned to music, memory and meaning in its latest campaign celebrating Bihu, offering a culturally rooted tribute that goes beyond typical festive advertising.
Created by Thought Blurb Communications, the two-part campaign builds on the brand’s long-standing thought of finding joy in others’ happiness. It begins with a music-led prequel and culminates in a narrative-driven film that explores the emotional essence of the festival.
The campaign opened with a two-and-a-half-minute Bihu music video featuring Partha Hazarika, with music composed by Nilotpal Bora and vocals by Dikshu. Rather than positioning itself as a conventional brand piece, the video leaned into authenticity, capturing the vibrancy and rhythm of Bihu. Viewers also drew emotional parallels to Zubeen Garg, whose absence lent the film a nostalgic undertone. The response was swift, with over 12 million combined views across YouTube and Instagram within a week.
Building on this momentum, the main film tells the story of Ahir, a musician struggling to compose a Bihu song within the confines of a studio. His journey takes him into the open landscapes of Assam and eventually to the banks of the Brahmaputra, where a boatman helps him rediscover the true spirit of Bihu. The narrative underscores a simple idea that the festival cannot be manufactured in isolation, it must be experienced in nature, community and shared joy.
Speaking about the campaign, Parle Products vice president Mayank Shah said the initiative aims to celebrate not just the festival but the emotion behind it. He noted that Bihu reflects the idea that joy multiplies when shared, a theme that sits at the heart of the story.
From the agency side, Thought Blurb Communications chief creative officer Vinod Kunj said the team sought to tap into Assam’s cultural pulse, acknowledging the emotional void left by the absence of Zubeen Garg while celebrating the enduring spirit of the festival.
Adding to this, Thought Blurb Communications national creative director Renu Somani Karwa said the campaign draws from deeply human stories, where small acts of generosity become powerful expressions of connection.
Meanwhile, Thought Blurb Communications executive creative director Auryndom Bose highlighted the importance of nature in shaping Bihu’s identity, noting that the film attempts to capture how music and movement emerge organically from the landscape itself.
With this campaign, Parle-G leans into cultural storytelling with a lighter brand footprint and a stronger emotional core. By placing music and community at the centre, it offers a reminder that some stories are best told not in studios, but in the shared rhythms of real life
