It is a huge business in India: Traditional dating sites devoted to Indian populations feed into common stereotypes about caste and other factors. A new campaign by the match-makers trulymadly.com shows the modern society in India. No cliches, no stereotypes. Just as good.

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. E.g. I know the campaign from a photo album of an Indian business man on Facebook. Note how often the pictures and the album were shared here!