Bumble launches "Dating Just Got Equal" campaign to change the rules of dating

Women in India are excited by a new age of dating. Relationships are slowly turning from an obligatory social arrangement to a personal choice. The need today is a platform that enables women to explore this sentiment, break the stereotypical rules of dating and celebrate the importance of equality in relationships. Given this insight, the theme of the “Dating Just Got Equal” campaign is designed to encourage women to make the first move and reverse gender norms. As a part of this integrated campaign, DDB Mudra created three digital films centered around the brand’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. Conceptualized by 22feet Tribal Worldwide, the social media leg of the campaign was brought to life with eight popular social influencers, including Jim Sarbh, Radhika Madan, Pooja Dhingra, Kusha Kapila, Dolly Singh, Shrishti Dixit, Reem Sheikh, and Aakriti Rana,  The influencers kickstarted a #DateDebate, by engaging and intriguing their followers around the unwritten rules of dating. 

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.”