Bumble Launches Nationwide Campaign in India with Bollywood Stars
Contributed by: kellyseal on Thursday, July 25 2024 @ 01:30 pm
Last modified on Thursday, July 25 2024 @ 01:49 pm
Dating app Bumble has launched a marketing campaign in India to highlight its new feature Opening Moves, featuring two young Bollywood celebrities.
According to The Times of India, the campaign stars Khushi Kapoor and Vedang Raina in a series of films, where Kushi asks Vedang questions like “what is your guilty pleasure?” and “what is your iconic date idea?” Opening Moves allows women to post a question to potential suitors, so Bumble’s ad is demonstrating the feature in a fun way.
The beloved Bollywood actors share personal anecdotes and talk about the changes Bumble has made, as well as the cultural shift of dating in India, where women are feeling more empowered and more and more people are meeting online.
Opening Moves is Bumble’s new signature feature. After doing away with its longstanding female-first approach, where women had to reach out first to match with someone, women can now choose whether they want to make the first move or allow others to do so. Opening Moves allows them to filter out suitors according to how they answer the posted question.
Actor Kushi Kapoor told The Times of India[*1] : “Being a part of this collaboration is really exciting for me. It represents a crucial shift in contemporary dating dynamics, empowering women to take charge of their own romantic journeys. I’m honoured to work with Bumble on this campaign which contributes to the transformation of the dating landscape, which is something that’s really important to me and my generation.”
Bumble’s internal survey of users found that a vast majority of 92 percent of its female users view equality in dating a top priority. About 46 percent of women felt that having more ways to start a conversation would improve their dating experience on the app.
Vedang Raina told Times of India: “I’m thrilled to be part of a campaign that’s spearheading a shift towards a more equitable dating atmosphere. I hope that by watching us try Opening Moves, women can see that they can use it to prioritize their preferences and dating approaches.”
Lucille McCart, AIPAC Communications Director for Bumble, said in a press release about the campaign: “We know that it’s important for women to have control over their experience, but we’ve also heard that some women feel like they are doing all of the work.” She went on to say: “Now, more than ever, we need to advocate for women, so we’re considering this reset to be Bumble’s vow renewal – to build the next chapter of dating that continues to put women at the forefront.”
For more on this service, read our Bumble Dating App review.