Bumble seeks to change dating rules

23 Jan,2020

By A Correspondent


DDB Mudra created three digital films centered around Bumble’s value proposition of ‘Making The First Move’ and underlining the larger narrative of everyday gender equality. The campaign narrative is further amplified by a variety of out-of-home ads in Mumbai, Delhi, Bengaluru and Pune. Conceptualised by 22feet Tribal Worldwide, the social media leg of the campaign was brought to life with eight influencers, including Jim Sarbh, Radhika Madan, Pooja Dhingra, Kusha Kapila, Dolly Singh, Shrishti Dixit, Reem Sheikh and Aakriti Rana.


Commenting on the launch of the campaign, Priti Joshi, Vice President of Strategy, Bumble, said: “The global dating world has been operating at an imbalance for far too long. We believe that Bumble has the potential to help restructure the world of online dating in India and with ‘Ðating Just Got Equal’, our aim is to support the women of India as they create a new normal in the world of dating so that rather than second-guess themselves, they are empowered to make the first move.”



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