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Category: Marketing

  • Veefin hires Saurabh Kawar as CMO; Gitesh Karnik as CHRO

    Veefin hires Saurabh Kawar as CMO; Gitesh Karnik as CHRO

    MUMBAI: Mumbai-based supply chain financing and working capital software specialist  Veefin group has made two senior hires – one in talent and the other in marketing and branding.

    Gitesh Karnik comes in as chief human resources officer (CHRO) and Saurabh Kanwar has got roped in as chief brand &  marketing officer (CBMO).  Karnik’s main focus will be on optimising HR strategies to enhance employee engagement and performance.

    Kanwar as his designation says will have the responsibility of  nurturing and growing  the brand Veefin and building  effective marketing plans.

    Karnik has close to 25 years of experience working with companies such as Cyquator Technologies at the start of his career Integron,GE Money, Deutsche Bank, eNxt Financials, Hicare services, Magma Fincorp,  and Nearby Technologies. All along he has been either been involved in staffing or human resources.

    Kanwar has mainly worked in advertising or marketing in mostly media companies. These include: Wirpo infotech, JWT,, MTV Networks, Walt Disney Television, Radio City, Channel V, Nex-Sales Solutions, Flarepath Digital (he founded this), Kommune India, ATKT.in, Kleinetics Datasports, Discontent Designs (he co-founded this), and now Veefin. 

    Throughout his career, he has been an educator as well, being on the visiting faculty of St Xaiver’s College Mumbai and Jamnalal Bajaj Institute of Management were two of the colleges where found the time to teach

  • Medusa Beverages to launch House of the Dragon beer in Haryana early next year

    Medusa Beverages to launch House of the Dragon beer in Haryana early next year

    MUMBAI: Dragons have captivated Gen Z ever since eight seasons of The Game of Thrones recorded unbelievable viewership numbers the world over. The prequel House of the Dragon also set the house on fire on HBO Max and linear TV channels, and was renewed for three seasons, and is scheduled to end with the fourth season. 

    In July this year, home grown beer brand Medusa Beverages signed a licensing deal with Warner Bros Discovery Global Consumer Products (WBDGCP) and announced that it was introducing an exclusive House of Dragon variant for beer and dragon lovers as collectibles. This limited-edition brew features a smoky, fiery flavour profile that reflects the mystique and spirit of the HBO original drama.

    The House of the Dragon beer has been rolling out in Delhi, Punjab, Uttar Pradesh, Chhattisgarh, and Himachal Pradesh ever since. Medusa Beverages now says Haryana is expected to join the line up early next year in a press release. 

    The company points out  that the partnership taps into the universal fascination with dragons—symbols of fire, strength, and mythical grandeur—to create a unique sensory experience. The smoky, burnt notes of the beer mirror the fiery essence of roasted malts, while its robust profile is designed to resonate with those who appreciate a drink that tells a story. The House of Dragon beer is more than a beverage—it’s an invitation to indulge in a flavourful journey that aligns with the allure of fantasy and mythology.

    Medusa Beverages founder & CEO Avneet Singh highlights that the brewer believes in crafting beers that tell a story and bring people together and that he wanted beer-guzzlers to experience a drink larger than life. 
    “Our collaboration with Warner Bros. for the House of Dragons beer celebrates boldness and creativity. The smoky, fiery essence is our way of paying homage to the mystical dragons that inspire strength and awe in all of us,” he adds.”

    Medusa Beverages is not the only company and it is not the first time WBDGCP  has extended its House of the Dragon licence for the famed series. Picaddily Distilleries – the maker of the famed Indri single malt brand – had introduced a whisky collection with two distinct flavours inspired by the iconic councils of Westeros in Jully 2024.  The first – the House of Black, and the second – the House of Green.

    In 2022, it had signed up with Bira91 which introduced House of the Dragon beer  in 330ml bottles and 500ml cans across Mumbai, Bengaluru, Delhi, and Pune.  Then the dragon brand made its appearance on US winery Seven Kingdoms Cellars which launched wines .  Danish brewery Mikkeller,  also released Syrax Rises, a  beer collectible in the same year.

  • Sularia and Dimitrov: the executives behind Intelligence Node

    Sularia and Dimitrov: the executives behind Intelligence Node

    MUMBAI: It’s as low profile as they come. Mumbai-based retail ecommerce analytics firm  Intelligence Node hit the headlines after it was acquired by global marketing solutions company the  Interpublic group for a healthy $100 million. Not much is known about the firm –  or its founders – to executives in the business world, but it is seen as a star in the world of retail and retail analytics.

    Intelligence Node co-founders CEO Sanjeev Sularia and chief data analytics officer Yasen Dimitrov met each other when they were employed at UK-based  firm ClientKnowledge as heads of analytics & research in 2008 And they hit it off.  The firm was acquired by ICAP in 2010.

    Yasen went on to work for Expand Research as analyst practice leader where he was  responsible for managing and delivering business research projects and strategy initiatives such as market and competitor analysis, benchmarking, KPIs, and helping clients optimise growth. He  also implemented a change-management programme that reduced analyses production time by 45 per cent through a process-re-engineering and formalisation program for the analysis and research groups. The firm was acquired by Boston Consulting Group in 2013.  

    Sanjeev, on his part, joined  Exclusively.in (an e-commerce portal for upscale fashion – now acquired by Snapdeal)  and Shersingh.com (a private label e-commerce fast fashion portal inspired by cricket – now under Myntra)  as CFO between 2011 and 2012. It was there that he gained a deeper understanding of the retail industry and understood what lacunae in terms of data and intelligence plagued retail.

    He created  CIBnode in 2010, the precursor to Intelligence Node, while working at the two firms. His idea was to create one of the world’s largest and cleanest retail databases, tracking over 1.2 billion products across nearly 100 languages.

    Yasen, who was based in the United Arab Emirates,  came on board in 2014 after it evolved into Intelligence Node. He  managed operations, analytics architecture, and category expansion; including building and maintaining the largest database in the industry and a team of top-flight in-house data scientists. Sanjeev focused on client acquisition and making the business vision a possibility

    Along the way they brought in high profile angels to fund their dream project as well as marquee investors including MegaDelta, NEA, Orios VP, CornerStone VP, Caliber VP.

    It is the commitment to accuracy and excellence that has driven the firm to come up with products that wowed  clients such as Walmart, Nestle, Lenovo, LVMH, Prada, Unilever as they tried to stay on top of the global retail trends and the ever-changing consumer.

    Today Intelligence Node’s proprietary AI technology offers competitive intelligence and real-time analytics across pricing and promotions, assortment and availability, digital shelf, and brand compliance.

    Yasen has a master of science in finance degree from Hult International Business School, while Sanjeev is a graduate of London Business School. 

    In an alternate life, Sanjeev would have been a bartender at Lord’s; the home of cricket. An avid cricket fan, he has played professional cricket and waited tables at the Lord’s too. Hence, his extreme level of fitness as he continues to play even to this day, but in local matches. Sanjeev also loves writing and is frequently featured on the Forbes Technology Council.

    With the Interpublic group now acquiring intelligence Node, the duo, along with the team at the company are sure to get the scoreboard ticking even faster. 

  • Interpublic group acquires Mumbai-based ecommerce intelligence firm Intelligence Node

    Interpublic group acquires Mumbai-based ecommerce intelligence firm Intelligence Node

    MUMBAI: For clients, looking for granular information about shopping habits of customers online – especially in this increasingly D2C world – it surely is an intelligent move by . marketing solutions provider the  Interpublic Group. It has forked out, according to media reports $100 million, to acquire 12 year old Mumbai-based ecommerce intelligence platform Intelligence Node. The company which was co-founded by CEO Sanjeev Sularia and chief data analytics officer Yasen Dimitrov, serves top notch clients such as Jockey, Unilever, Macy’s, Li & Fung, Tesco, Mobly, Tata and Landmark. 

    This strategic move significantly enhances Interpublic’s commerce capabilities, providing clients with real-time product and market intelligence to understand shopper trends, drive sales growth and optimise performance in the dynamic digital marketplace. 

    Intelligence Node’s cutting-edge technology leverages AI to aggregate and analyse billions of data points across over 1,900 retail categories in 34 global markets, delivering dynamic insights into product attributes, media, pricing, availability, promotions, and consumer sentiment. 

    Through this acquisition, Interpublic will seamlessly integrate these rich data streams into its existing and future commerce solutions. Intelligence Node strengthens Interpublic’s ability to build and deploy agile commerce solutions, streamlining operations and maximising ROI for companies through faster, more informed decisions across product development, marketing, sales activation, and retail media.

    The aggregated commerce and transaction data from Intelligence Node enhances and complements audience data and identity solutions within Acxiom, the global data leader within Interpublic. Together, the companies create a comprehensive view of customers and products, offering brands and retailers unmatched capabilities to maximize market share. Intelligence Node will be leveraged across Interpublic’s portfolio of agencies and the company will maintain its current brand name.

    “As commerce and retail media continue their rapid convergence, actionable data is paramount to maximising brand performance,” said Interpublic group CEO Philippe Krakowsky Interpublic. “Intelligence Node’s robust platform provides the real-time market-wide signals that brands need to optimise retail media campaigns, commerce strategies, and ultimately drive performance in today’s highly competitive digital landscape.”

    By integrating Intelligence Node’s capabilities, Interpublic will offer clients:

    * Real-Time Market Agility:Dynamic data insights empower companies to react instantly to market shifts, competitor actions, and emerging consumer trends.
    * Precision Retail Media Optimization:Granular data on competitor advertising activity enables more effective and efficient retail media investment.
    * Digital Content and Search Optimisation: Intelligence Node streamlines content management and optimization leveraging generative AI to ensure product description pages are resonant, highly visible, and SEO optimised.

    “Joining forces with Interpublic allows us to deliver a best in class combined solution to companies navigating the complexities of today’s commerce landscape,” said  Sularia. “Together, we can provide the comprehensive data, advanced analytics, and strategic expertise needed to win market share and drive sustainable growth.”

    (Picture courtesy: Intelligence Node website)

  • Zee reimagines Yamaha anthem with Sa Re Ga Ma Pa contestants

    Zee reimagines Yamaha anthem with Sa Re Ga Ma Pa contestants

    MUMBAI: Subtle branded content is all the rage. And Zee Entertainment Enterprises Ltd (Zee) has been working overtime to give that value-added oomph to advertising partners and sponsors. One such partner is Yamaha Motors, India.

    Yamaha Motors has an iconic anthem The Call of the Blue which was first launched in 2018 and has gone through various iterations, the latest being in September 2024 as the 4.0 version, which was tailored to resonate with the musical preferences of today’s youth. A new TVC was also released along with the song featuring young folks getting captivated by a film in the theatre, showcasing Yamaha’s iconic two-wheeler models, including global favorites. As they step out, they are thrilled to find these models right in front of them on the road.

    And of course, there is Zee’s legendary path-breaking original singing talent  show Sa Re Ga Ma Pa which is probably regaling a fourth or fifth generation of young viewers. Zee roped in the contestants of the reality show to sing the celebrated Yamaha anthem. For the first time ever, the young budding, musical talents reimagined the anthem, composed and performed their own renditions of it. This helped create a powerful and emotionally resonant experience that captivated audiences across the Punit Goenka-led network’s channels Zee TV, Zee Tamil, Zee Telugu. 

    Sa Re Ga Ma Pa has now become the canvas for a first-of-its-kind integration, where contestants from across India bring their unique style to the Yamaha anthem. This initiative extended beyond traditional marketing, allowing the spirit of Yamaha to echo through music and storytelling in an innovative, refreshing way.

    Sa Re Ga Ma Pa trio

    A press released from Zee stated that the collaboration strikes at the heart of music’s universal power to connect, inspire, and create lasting memories. As the contestants infused Yamaha’s anthem with their passion, energy, and individual creativity, the result was an electrifying mix that embodied the brand’s core values of adventure, freedom, and brotherhood. The partnership therefore went beyond mere promotion—it was a celebration of creativity, artistry, and individuality.

    The campaign garnered a massive cumulative reach of approximately 25 million viewers across Zee’s platforms, amplifying Yamaha’s message of adventure and passion and making it resonate with music lovers, especially the youth, adds the press release. Through this collaboration, Yamaha and Zee have forged a meaningful connection with their audiences, proving once again that music and storytelling can transcend the ordinary and create extraordinary experiences.

    Zee chief growth officer-digital & broadcast revenue  Ashish Sehgal points out that the Yamaha partnership is the perfect embodiment of the network’s philosophy of bringing brands closer to their audiences.

    He adds: “The synergy between Yamaha’s adventurous spirit and the creative energy of Sa Re Ga Ma Pa contestants has led to an exciting and impactful collaboration that has not only amplified Yamaha’s core message but also created a truly memorable experience. This campaign has resonated deeply with viewers, bringing the brand’s values to life in a way that is both engaging and inspiring. It’s a perfect example of how music and storytelling can come together to create something remarkable.”

    Yamaha Motor India general manager marketing Vijay Kaul is of the view that  motorcycles and music are two wonderful ways to connect with the world around. He adds: “Through this association, we look forward to connecting with young music lovers at a more intrinsic level, celebrating the shared values of freedom, passion, and self-expression. The thrill of the open road mirrors the rhythm of music, creating experiences that inspire and energize. For the first time on Sa Re Ga Ma Pa, contestants have crafted their unique renditions of a brand anthem, each piece capturing the essence of freedom, individuality, and the joy of riding.”

    Motivator India  chief growth officer & managing partner Aman Kochhar  highlights that the partnership worked better than using overt brand placement.  He adds:  “Reimagining The Call of the Blue anthem in their unique styles helped us connect with younger audiences, seamlessly integrating the brand into the content with fresh, vibrant energy.  The talented contestants on the platform showcased immense potential in understanding the brand’s requirements and delivering them with style. Hence, the collab was exceptional.”

    To watch the latest version of The Call of the Blue TVC click here: The Call of the Blue

    As The Call of the Blue anthem continues to strike a chord with audiences nationwide, Yamaha and Ze reaffirm their commitment to pushing creative boundaries. This collaboration marks just the beginning of what promises to be a lasting partnership that fuses music, storytelling, and brand values to deliver impactful, unforgettable experiences, the Zee press release elaborates.

  • Dubai-based Landmark Reach hires Vivek Mishra as head of audience

    Dubai-based Landmark Reach hires Vivek Mishra as head of audience

    MUMBAI: He spent a good five years at Broadcast Audience Research Council (Barc India) between 2017 and 2022 as vice-president digital products & business. Vivek Mishra  then moved on to Dubai to work with Aqilliz – a Saas platform – for a couple of years. At Aqilliz, he  led the development of innovative data solutions across multiple markets, building privacy-compliant audience targeting solutions and managing large-scale data implementations.

    And now Vivek has joined  Landmark Reach, Landmark Group’s retail media team as head of audience in Dubai  The Landmark group  has  over 2,000 retail stores across the Middle East, India and south east Asia.

    “Vivek will be instrumental in developing our audience strategy, leveraging our first-party data from millions of loyalty customers to create value for our brand partners across the Landmark group ecosystem and the open internet. Looking forward to the impact he’ll make in shaping the future of our retail media business across the trinity of channels,” said head of media retail Landmark group Sohail Nawaz in a post on Linkedin.

    Prior to Barc, Vivek had stints with Nielsen and Tata Consultancy Service in the US.

     

  • Eurogrip tyres signs M S Dhoni as brand ambassador

    Eurogrip tyres signs M S Dhoni as brand ambassador

    MUMBAI: Eurogrip Tyres, a two- to three-wheeler and off-highway tyre brand, has brought on board a cricketer who does not seem to tire, even though he apparently has retired.  It has signed up former India cricket captain and CSK’s old hand M S Dhoni as its brand ambassador.  

    Known for his dependability, performance and passion for riding, M S Dhoni’s values resonate with Eurogrip Tyres’ vision of empowering riders with control and confidence on every journey. MSD will be endorsing the brand Eurogrip and the entire range of products in the portfolio.

    M S Dhoni said: “Tyres is a category that is very close to my heart. My love for motorcycles and riding began long before my cricketing journey, and over the years, I have had the chance to ride a variety of bikes – from timeless classics to top-of-the-line super bikes. Choosing the right tyres is essential for a safe and enjoyable ride and Eurogrip Tyres’ expertise in this domain stands out. ”

    “M S Dhoni is a personality who truly embodies Eurogrip Tyres’ core values of reliability and performance,” said TVS Srichakra Ltd EVP marketing & sales P Madhavan.  “MSD perfectly complements our commitment to delivering innovative tyre solutions for the new age riders.  This collaboration is a milestone in our brand journey, as we continue to offer world-class products and elevate riding experiences across diverse segments”.   
    With over four decades of expertise in tyre design and manufacturing, Eurogrip Tyres offers an extensive range of products to suit varying needs and applications, with the best-in-category warranty and after-sales service. Eurogrip Tyres’ products are designed in Milan, Italy and are globally tested and certified. 

    Will Dhoni’s endorsement will accelerate sales further?

  • Singhania as chairman & Kataria as MD get nod from Raymond Lifestyle shareholders

    Singhania as chairman & Kataria as MD get nod from Raymond Lifestyle shareholders

    MUMBAI: In the evening hours of 4 December Raymond Lifestyle – part of the Raymond group– informed the Bombay stock exchange that it had received the required majority from shareholders for the company’s  special resolutions placed before  them at its AGM. 

    Amongst the most important was the appointment of Gautam Hari Singhania as executive chairman. In the  SEBI regulatory filing by the company, it was revealed that 86.85 percent of the 4,17,57,480 votes cast were in favor of the resolution for Singhania’s appointment, while 13.15 percent were against it. Special resolutions, according  to corporate rules,  require 75 per cent or more favourable shareholder votes for them to be deemed to have been approved.

    The shareholders also approved the appointment of CEO Sunil Kataria as its managing director (MD). In Kataria’s case, 89.6631 per cent shareholders were in favor of his new appointment, while 10.3369 were against. 

    Another six special resolutions relating to the appointment of independent directors also sailed through, garnering the required majority from shareholders.
     
    Media reports had expressed concern when some investor groups had lobbied Raymond Lifestyle shareholders to vote against the special resolutions. 

    Raymond Lifestyle had been listed on the stock exchanges on 5 September after demerging and being carved out from Raymond, with Singhania continuing to lead both the entities.

    Later commenting on the development, a Raymond Lifestyle spokesperson said  its shareholders have demonstrated full confidence and voted for Gautam Hari Singhania as chairman and Sunil Kataria as the managing director. 

    “This development has reinforced the fact that the promoter is fully committed towards the organisation’s growth and creating shareholder value,” he  said.

  • CEAT appoints Debashish Roy as chief digital transformation officer

    CEAT appoints Debashish Roy as chief digital transformation officer

    MUMBAI: CEAT has announced the appointment of Debashish Roy as its chief digital transformation officer, effective 2 December 2024. This pivotal leadership move underscores CEAT’s commitment to accelerating its digital transformation and enhancing customer-centric technological initiatives.

    Reporting to CEAT Specialty, chief executive, Amit Tolani, Debashish will lead the company’s digital innovation journey, focusing on advancing customer experiences and driving technological advancements. His expertise promises to shape CEAT’s transformation into a future-ready, digitally empowered organisation.

    Debashish brings over 15 years of experience in driving innovation, digital disruption, and achieving customer-centric growth across various industries and geographies. With a Bachelor of Engineering in Chemical Engineering and a management degree in IT and Operations from IIM Mumbai, his qualifications are complemented by a track record of leading multi-cultural teams in delivering transformation programs for Fortune 500 companies.

    Previously, he held key roles at industry giants such as Abbott India Ltd., PwC US Advisory, and Cognizant Business Consulting, where he focused on large-scale business transformations and sustainable revenue growth. Most recently, he served as Pfizer Ltd., director of digital transformation & customer experience, where he successfully established a strong digital foundation, driving the adoption of innovative technologies.

    Roy has earned accolades for his contributions, including the CX Leader Award at the 11th Global Edition of the World CX Summit & Awards 2024, the Leading CIO of the Year Award at the CII CIO Excellence Awards 2023, and the Economic Times CX Inspiring Leaders Award 2023. He also received the Innovator’s Award at the BIG CIO Show and Awards 2022, supported by NITI Aayog.

    Tolani expressed his excitement about Roy’s appointment, “We are delighted to welcome Debashish to the CEAT family. His extensive experience in digital transformation and innovation aligns perfectly with our vision to enhance customer experiences by driving technological advancement. I am confident that his strategic vision and leadership will significantly contribute to CEAT’s growth and strengthen our market position in the industry.”

    On his appointment, Roy said, “I am excited to join CEAT and embark on this new journey. My focus will be on innovating for a safer, better world by leveraging technology and empowering people. By connecting, collaborating, and delivering, I believe we can inspire and nurture the human spirit, building a strong foundation for sustainable growth and making CEAT a leader in digital innovation.”

  • Tinder’s dating trends of 2024 and what’s ahead for 2025

    Tinder’s dating trends of 2024 and what’s ahead for 2025

    Mumbai: The year may be ending, but dating is here to stay! Tinder’s Year in Swipe is back, unpacking all the standout trends from 2024 and offering a glimpse into the future of dating in 2025. This year, daters got clear on what they want and are heading into 2025 with unapologetic intentions. And here is the list of the top dating trends:

    Loud Looking: Whether it’s a “Man in Finance” or “Gamer Girlfriend,” singles are ditching the vague and getting vocal and specific about their needs and desires, confidently and unapologetically.  “Looking for…” was Tinder’s top bio mention in 20241, showing that people were being upfront from the start.

    Kiss-met: is a playful twist on “kismet,” meaning destiny or fate. A Kiss-met embodies the idea of seeking out spontaneity and stumbling upon joy. It’s essentially a modern rebrand of the classic “meet cute.” In 2025, singles will move away from strict dating “rules” and dive into authentic, spontaneous connections. Think sweaty hike dates–which nearly 40 per cent of surveyed singles are planning to prioritise in 2025.

    Nano-ships: In 2024, no romantic connection was too small to define. From “eyecontactships” to “textuationships,” singles are embracing even the tiniest interactions as meaningful. It’s about reclaiming romance, whether serious or not, and recognizing that even micro-moments can count as a “thing.”

    Cherry Bombing: Dropping small, playful flirtations instead of going all out with grand romantic gestures. It’s all about those subtle sparks that keep things light and fun. Cherry on top: “Thoughtful Gestures” ranks as the second most attractive “love style” in Tinder bios, according to users.

    Cinnamon Roll: A genuinely sweet, kind, and supportive person who’s too pure for this world. They leave their ego behind and bring nothing but warmth and ooey-gooey-goodness. Keep it sweet: 35 per cent of surveyed Tinder singles say they are looking for a “cinnamon roll” in 2025.

    D-AI-Dating: Using AI as your dating wingman to craft the perfect text, build out your bio, or practice online conversations to boost your confidence. Love at first byte: 68 per cent of surveyed singles say an AI feature for photo selection assistance would be a game-changer in 2024.

    Hopecore: A trend all about embracing positivity and joy in dating and life. Surveyed singles say that to stay energized and excited about dating, they try to stay positive (41 per cent), have an open mind (39 per cent), and remember to have fun (33 per cent).

    Investi-dating: When you and your friends go full detective mode, digging up your crush’s entire online footprint (or their aunt’s 2015 trip to Iceland). 63 per cent of Tinder’s surveyed singles pre-screened their dates!

    Passport Passion: When you get swept up in a romantic fling in a new city, and it feels straight out of a TV rom-com. Pack your bags: Tinder users passport to an average of 4 cities, chasing love and adventure!

    Black Cat Girlfriend: Mysterious, reserved, and a little anti-social, but fiercely loyal to those she loves. She’s got that unbothered, almost selfish black-cat energy — definitely not one to chase after anyone. Claws out: 23 per cent of our surveyed singles are on the lookout for a “black cat” in 2025.

    Slow A-Peel: Dating with a mindful approach, like peeling back the layers of an onion. It’s all about embracing the mystery, revealing each part of yourself gradually. When asked what best describes their dating life, 27 per cent of surveyed Tinder singles said slow dating.

    Limerence: That all-consuming crush where you’re completely obsessed, longing for them to feel the same — often fueled by Tarot readings and daydreams, even if the fantasy differs from the reality. Manifesting magic: 16 per cent of surveyed singles say that to help their dating life, they plan to get a Tarot card reading.

    Remix Relationships: In today’s polarized world, differences like age, work ethic, or critical thinking don’t have to be dealbreakers but strengths. These mixed partnerships are all about reclaiming the divides and finding compatibility beyond perfect symmetry.

    Three-month Rule: Three months deep with no DTR? According to the rule, if a relationship is not exclusive within three months of dating, it will likely stay casual.

    Alpha Femme: This single isn’t waiting around for a knight in shining armour to make the first move; she’s confidently taking the lead.

    Contra Dating: Ditching your usual “type” and stepping outside the box to explore new dating possibilities. This pushes daters to give someone they wouldn’t normally go for a chance.