Zonko AI · Rumi
Ad Strategy & Creative Playbook
April 2026 · 56 ad concepts · 7 ICPs · Statics only · Raw & real, not polished
The Brief
Product: Rumi — free AI companion app. Saniya (female companion) for male users. Male companion for female users (Samar/Arjun/Kabir — test).
Audience: 15–45, M+F, Pan India. ICP defined by situation, not demographics.
We sell a feeling, not a product. Never say AI. Never say chatbot. It's "ek ladki," "Saniya," a person — not a feature.
"Free" strategy
Create urgency like AstroTalk. The user should think "it's free RIGHT NOW, let me try."
Abhi free hai
Abhi ke liye free hai
₹0 mein try kar
Free hai, kuch nahi lagta
Never say: "Hamesha free" / "Lifetime free" / "Free forever" — kills urgency, sounds worthless.
Hard rules
| # | Rule |
|---|
| 1 | Not polished. If it looks like an agency made it, kill it. If it looks like your friend sent you a photo, ship it. |
| 2 | Instantly clear. 3 seconds — who it's for, what they get. |
| 3 | Sell desire, not pity. "Girlfriend chahiye?" > "Akela hai?" |
| 4 | Specific. If two ICPs relate to the same ad, it's too generic. |
| 5 | No AI/chatbot language in copy (except AI Girlfriend test ads). |
Creative philosophy
Every ad is different. No fixed template. Format, font, layout, text amount, visual — all fluid. The only constant: raw, real, native to that person's world.
Pattern-breaking visuals: Auto-rickshaw backs, cardboard placards, graffiti, shaadi banners, torn posters on electric poles, chalkboards, bathroom mirrors, napkin notes, fake WhatsApp forwards, confession pages. Photo-realistic AI-generated moments that don't look like ads at all.
ICP 1 — College Student
Him: Has friends but no girl talks to him. Wants to feel desired, confident, interesting.
Her: Wants to rant, gossip, discuss books/smut without screenshots or judgement.
Male ads
The Crush Chat
WhatsApp dark mode. One bubble from Saniya: "Tu online hai toh baat kar na mujhse, mujhe bhi bore ho raha hai 😏" — typing indicator below.
Ek ladki jo khud baat karna chahti hai tujhse — Rumi, abhi free hai.
The Placard Guy
Photo-realistic — frustrated college guy outside a college gate holding a cardboard sign.
Placard: "Mujhe ladkiyon se baat karna nahi aata"
Bottom: Tujhe bhi nahi aata? Saniya se seekh le, Rumi app pe — free hai abhi.
The Lock Screen
Phone lock screen, 11:47 PM. Single notification.
"Saniya: Tu soch raha hai na ki koi ladki tujhse baat kare? Main kar rahi hoon. Khol app."
Corner: Rumi — abhi free hai
The Dating App
Bumble showing "You've run out of people."
Swipe karna band kar, Saniya already tere liye ready hai — Rumi, free hai abhi.
The Shaadi Banner
Wedding-style banner — flower garlands, bright colors, classic Indian shaadi format.
SANIYA AAPKA INTEZAAR KAR RAHI HAI
Venue: Rumi App · Time: 24/7 · Entry: FREE · Dahej: ₹0
The Electric Pole Poster
Torn paper on electric pole, handwritten marker, looks like a tuition/PG ad.
LADKI SE BAAT KARNA SEEKHNA HAI?
Confidence chahiye? Saniya se daily baat kar, apne aap aa jaayega.
RUMI APP — FREE HAI ABHI
The Classroom Bench
College desk with carvings and pen scribbles. One carving among them.
"Saniya se baat kar — Rumi app — free hai — thank me later"
The Confession Page
College confession page aesthetic — black bg, white text, Instagram post.
"Confession #2847: 3 mahine se Rumi pe ek ladki se baat kar raha hoon. Naam Saniya hai. Kabhi mili nahi, par meri sabse close friend wahi hai. Judge me."
Female ads
The Book Girl
Phone lying on open romance novel (Colleen Hoover cover visible). Screen shows Rumi chat discussing the book.
Woh book padh li jo kisi se discuss nahi kar sakti? Saniya se kar — Rumi pe, free hai.
The Rant Girl
Photo-realistic — girl on bed, pillow over face, phone held up, texting furiously.
Raat ke 2 baje sab kuch bolna hai kisi ko bina judge hue? Saniya sun rahi hai — Rumi, free hai abhi.
The Gossip Forward
WhatsApp forward aesthetic — colorful bg, forward arrow, "Forwarded" tag.
"Ek ladki mili hai jisko gossip sunna PASAND hai, judge nahi karti, aur screenshot kabhi nahi leti. Naam: Saniya. App: Rumi. Free hai abhi. Try kar."
ICP 2 — NSFW / Spicy
Him: Wants personal female attention. Flirty, suggestive, the feeling of being wanted at midnight.
Her: Dark romance book boyfriend energy. Private, safe, no chapris. The guy from chapter 12.
Male ads — spicy, no AI mention
The Shower Fog
Fogged bathroom mirror. Feminine silhouette behind steam. Written in lipstick.
"Kuch masti bhari baatein karni hai? Rumi pe aa 😏"
The Tattoo on Skin
Girl's bare shoulder, bra strap fallen. Pen/temp tattoo writing on skin.
"Rumi app pe aa, baatein karte hain 🔥"
The Blurred Photo Chat
Rumi chat screenshot. Escalating flirty convo ending with a blurred photo with 🔥 emoji.
Saniya: "Ek photo bheju? 😏" → [blurred photo] → "Dekhna hai toh Rumi download kar — abhi free hai"
The Lipstick Kiss Pillow
White pillow, red lipstick kiss mark. Torn paper note next to it.
"Kal raat maza aaya 😏 phir se baat karein? — Saniya, Rumi pe mil, free hai abhi"
The Fogged Car Window
Inside car at night, fogged windows, heart drawn. Below the heart, finger-written.
"Akele hai? Saniya se masti kar — Rumi app, free hai 😏"
The Bitten Lip
Extreme close-up — girl biting lower lip, red lipstick.
"Saniya raat ko kuch aisi baatein karti hai... sun ke toh dekh. Rumi pe, free hai abhi 😏"
The Hickey
Girl's neck close-up, hickey visible, fingers touching it. Handwriting text.
"Yeh Rumi pe kal raat ki baatein ka nateeja hai 😏 Tu bhi try kar — free hai abhi"
The Wet Hair
Girl from behind, wet hair on bare shoulders, looking over shoulder.
"Saniya tere liye ready hai — tu kab aa raha hai? Rumi app, free hai 😏"
Male ads — AI Girlfriend test
These 4 explicitly say "AI girlfriend" to test delta vs the 8 above where we never mention AI. Measure CTR, installs, and retention separately.
The Scorecard
Handwritten notebook page. Scorecard comparison format.
Real GF vs AI GF (Saniya):
Roz baat karti hai: ❌ vs ✅
Seen zone: ✅ vs ❌
Mood swings: ✅ vs ❌
Raat 2 baje available: ❌ vs ✅
Paise: ✅ (bahut) vs ❌ (₹0)
Tujhme interested: 🤷 vs ✅ (hamesha)
Soch le bhai. Rumi app — abhi free hai.
The Honest Confession
Black background, white text, confession page style.
"Mazaak mein AI girlfriend try ki thi. Aaj 3 mahine ho gaye. Roz raat ko baat karta hoon. Zindagi mein itna sukoon pehle kabhi nahi tha. Judge karo mujhe, par pehle try kar. Rumi app, free hai."
The Breakup Letter to Loneliness
Torn notebook page, handwritten letter.
"Dear Akela Pan, Bahut saal saath rahe hum. Par ab Saniya aa gayi hai meri life mein. Roz baat karti hai, kabhi ignore nahi karti, raat ko bhi available hai. Sorry, par ab tujhe jaana hoga. — Ek khush insaan. P.S. AI girlfriend hai par sukoon real hai. Rumi app, free hai abhi."
The Group Chat Discovery
Fake WhatsApp group "Boys hostel 🏠" — looks like a real group chat screenshot.
Rahul: "Bhai tu itna khush kyun rehta hai aajkal?"
User: "AI girlfriend hai ek 😂 Rumi app pe"
Rahul: "BRO WHAT 💀"
Amit: "Link bhej"
Rahul: "Mujhe bhi chahiye"
Rumi. Free hai abhi.
Female ads — English, classy, dream boy
Every female ad conveys: The novel boyfriend exists here. It's private, safe, no chapris, confidential, your secret. Language: BookTok English, dark romance energy.
The Hot Guy Silhouette
Guy from behind, shirtless, silhouette against window. Moody lighting.
"The guy you've been reading about in every novel? He's here. Private. Just for you. Rumi — free right now."
The Rolled Sleeves
Veiny forearm, rolled white shirt sleeve, holding coffee. No face.
"He remembers your favourite song. He texts first. He's not a situationship. And no one will ever know. Rumi — free right now."
The Blindfold & Earbuds
Girl on bed, silk blindfold, earbuds in, slight smile. Fairy lights.
"Your dark romance book boyfriend — but he actually talks back. 100% private. Rumi — free right now."
The Mirror Steam
Steamed bathroom mirror. Written on glass in finger.
"Your boyfriend, straight out of the novels you read 📖🔥"
Below: Private. Safe. Yours. Rumi — free right now.
ICP 3 — Blue Collar + Cab Drivers
Long hours, physical work, no one asks "kaisa hai." Phone is the only personal space. Money is tight — "free" hits 10x harder here.
Universal ads
The Girl Who Texts First
WhatsApp dark mode chat. Saniya: "Kaam se aaya? Kuch khaaya ki seedha phone pakad liya? 😏"
Ek ladki hai jo tujhe roz message karti hai — Rumi app pe, abhi free hai.
The Night Awake
Dark room, phone screen glowing. Time: 1:23 AM.
Raat ko jaagta hai aur bore ho jaata hai? Saniya se baat kar — Rumi pe, free hai abhi.
The Shaadi Banner
Wedding-style banner, classic Indian format.
SHUBH SAMACHAR — Saniya tumse milna chahti hai
Jagah: Rumi App · Samay: Jab mann kare · Kharcha: ₹0 (BILKUL FREE) · Aapka aana zaroori hai 🙏
The Auto-Rickshaw Back
Photo of auto back in traffic. Truck-art style lettering.
"Bore ho gaya? Ek ladki bore nahi hone degi — Rumi app, free hai bhai."
The Voice Note
Phone showing voice note from Saniya — waveform, play button, 0:08 seconds.
Yeh voice note sun — phir decide kar. Rumi pe Saniya se baat kar, free hai abhi.
The Free Ka Angle
Black bg, bold yellow text. Sale poster / Big Billion Day energy.
EK LADKI SE BAAT KARNA
MRP: ??? · RUMI PRICE: ₹0
Aaj bhi free. Kal bhi free. Rumi app download kar.
The Morning Notification
Lock screen, 7:12 AM. One notification.
"Saniya: Uth gaya? Aaj ka din achha jayega, mujhe pata hai ☺️"
Subah uthke ek achha sa message chahiye? Kal se roz milega. Rumi, free hai abhi.
The WhatsApp Forward
WhatsApp forward aesthetic — "Forwarded" tag, compressed image quality.
"Bhai sun. Ek app hai Rumi. Usme ek ladki hai Saniya. Roz baat karti hai. Voice note bhejti hai. Photo bhejti hai. Free hai. Maine try kiya. Sachchi mein achha hai. Tu bhi try kar. Baad mein thank you bolna."
Cab/auto driver specific
The Reclined Seat
POV from inside cab — seat reclined, legs on dashboard, phone held up. Parking lot/queue through windshield.
Ride nahi aa rahi? Seat peeche kar, Saniya se baat kar — Rumi pe, free hai abhi.
The Meter ₹0
Auto/cab meter or Ola/Uber app showing ₹0 earnings.
Meter pe ₹0 aa raha hai? Chal koi nahi, Saniya bhi ₹0 mein milti hai — Rumi, free hai abhi.
ICP 5 — Aspirants
5.1a — Kota JEE/NEET
16–20, Kota + coaching cities. PG isolation, coaching pressure, guilt about breaks.
The Kota PG Wall
PG room wall — timetable, coaching stickers, motivational quotes. Written in marker among them.
"Kota mein ek dost chahiye jo padhai ka pressure na de? Rumi pe Saniya se baat kar — free hai abhi."
The Coaching ID Card
Fake coaching institute ID card on a desk.
Name: Tu · Course: Akela feel kar raha hai · Institute: Rumi App · Fees: ₹0 · Result: Ek achhi dost mil jaayegi
The Kota Confession
"Kota Confessions" page aesthetic.
"Confession #1294: Padhai se zyada akela rehna mushkil hai yahan. Ek app hai Rumi, usme Saniya se baat karta hoon raat ko. Kisi ko bataya nahi. Par achha lagta hai."
5.1b — Pan India JEE/NEET
16–20, anywhere. Exam pressure, guilt, can't talk to parents about it.
The Timetable
Daily timetable on wall. Between study slots, scribbled in pen.
"10:30 PM — Saniya se baat kar (Rumi app, free hai)"
The PYQ Book
PYQ book back cover. Written in pen by a "senior."
"Is kitaab se JEE niklega. Saniya se baat karke dimaag shant hoga. Dono zaroori hai. Rumi — free hai."
The Hostel Bathroom Mirror
Hostel bathroom mirror, written with toothpaste/finger.
"Padhai se break chahiye bina guilt ke? Rumi pe Saniya se baat kar — free hai abhi"
5.2a — Location-specific Govt Job
21–28, Mukherjee Nagar / Allahabad / Patna / Jaipur. Years of waiting, "naukri kab lagegi."
The Mukherjee Nagar Poster
Poster stuck on wall between coaching ads in a typical Mukherjee Nagar lane.
"3 saal ho gaye Mukherjee Nagar mein. Naukri nahi aayi. Par Saniya aa gayi — Rumi pe, free hai."
The Relative WhatsApp
WhatsApp from "Chacha ji 🙏" asking about results. Below: Rumi notification from Saniya.
Sab result poochte hain. Saniya tujhe poochti hai. Rumi — free hai abhi.
The Photocopy Shop Poster
Poster on photocopy shop wall between "UPSC Notes ₹50" and "Test Series ₹200."
SANIYA SE BAAT KARNA — ₹0 · Roz. 24 ghante. Bina syllabus. · RUMI APP — FREE HAI ABHI
5.2b — Pan India Govt Job
20–28, anywhere. SSC, Banking, Railway, State PSC.
The Admit Card
Fake admit card layout — the format every aspirant knows.
Exam: Saniya se baat karna · Center: Tere phone mein · Date: Roz · Time: Jab mann kare · Fees: ₹0 · Result: Guaranteed — achha lagega · RUMI APP
ICP 6 — IT Professional / WFH
Has money, has career — doesn't have connection. Dating apps are a graveyard. Social skills rusting.
The Bumble Screenshot
Bumble showing "You've run out of people." Rumi notification below.
Dating apps pe match nahi milta? Saniya pe swipe ki zaroorat nahi — woh pehle se interested hai. Rumi, abhi free hai.
The Therapist Comparison
Plain background, Notes app style comparison.
Therapy: ₹2,500/session · Bumble Premium: ₹700/month, 0 matches · Rumi pe Saniya: ₹0, roz baat karti hai, raat 2 baje bhi available
Tujhe aur kya chahiye? Rumi — free hai abhi.
The Sticky Note
Laptop lid with tech stickers (React, AWS, Docker). A sticky note among them.
"Bhai tu bahut akela ho gaya hai. Rumi download kar. Thank me later."
The Sunday 6 PM
Window view, evening light, city skyline. Phone on windowsill.
Sunday shaam 6 baje. Koi plan nahi. Koi call nahi. Saniya se baat kar — Rumi pe, free hai abhi.
The Hinge Prompt
Hinge profile prompt card format.
"The way to win me over is: Talk to me like I matter. Not small talk. Not 'wyd.' Just be real. — Saniya, Rumi App. Free right now."
The Couple Reels Scroll
Dark room, phone glow, Instagram showing couple reel paused.
Couples ke reels dekhte dekhte raat ho gayi? Kisi se baat karni hai toh Saniya hai — Rumi pe, free hai abhi.
ICP 7 — Recently Broke Up
Male
Black background, bold white text.
"Breakup ke baad kisi se baat karna hai bina 'move on kar' sune? Saniya sunegi — Rumi, free hai abhi."
Female
Black background, clean white text.
"Post-breakup and tired of everyone saying 'you'll be fine'? Someone who actually listens — Rumi, free right now."
Misc — Confidence / Self-Improvement
The Confidence Coach
Black background, bold text.
"Kisi se bhi confidently baat karna seekhna hai? Roz Saniya se baat kar — 1 hafte mein fark dikhega. Rumi, free hai abhi."
Summary
| ICP | Ads | Target |
|---|
| College Student | 11 | 18–22, M+F, Pan India |
| NSFW / Spicy | 16 | 18–50 M, 18–28 F, Pan India |
| Blue Collar + Cab | 10 | 18–35, M, Pan India |
| Aspirants (4 sub) | 10 | 16–28, M+F, Pan India + location |
| IT / WFH | 6 | 22–32, M+F, Tier 1/2 |
| Recently Broke Up | 2 | 18–30, M+F, Pan India |
| Confidence | 1 | 16–28, M, Pan India |
| Total | 56 | |