Bumble has appointed BBDO as its brand partner in India, tasked to develop powerful messages that liberate women to make empowered choices in love, life and work. Bumble is a social network by women for everyone with three different modes (Bumble Bizz, Bumble BFF, and Bumble Date) for professional networking, friend-finding, and dating, respectively.
BBDO launched Bumbleâs first campaign in India with the hashtag #EqualNotLoose, aiming to fight gender stereotypes (and societal judgement) that keep women in the region from pursuing their professional and relationship goals.
The campaign kicked off with a series of vignettes starring Priyanka Chopra Jonas encouraging women to find love, friendship and business connections on their own terms. It redefines a womanâs character as âBusy Not Loose, Curious Not Loose, Ambitious Not Loose and Free Not Looseâ, championing equality and challenging gender stereotypes. The campaign went live on broadcast television, OTT and digital, with out-of-home placements in all major cities in India, including health clubs, offices and cafes.
In its first print ad, Bumble wanted women to choose how they want to define themselves. The print ad encouraged women to fill in the blank â____ Not Loose.â This front page ad saw an overwhelming response, with many leading female influencers supporting the cause, including Priyanka herself.
In a recent letter to the women of India, on the front page of the Times of India, Priyanka thanked women for the overwhelming response, saying: "Youâve made more than 15 lakh first moves. Youâre meeting good people all around you, not just for love, but for friendship and business. Youâre confidently finding matches and having conversations.â
As of last month, the app reportedly had over 55 million users across 150 countries.
Josy Paul, Chairman and Chief Creative Officer, BBDO India, added, âWe are excited to be working so closely with the core team at Bumble. Itâs been a highly collaborative, interactive and enlightening experience. And thereâs so much more to come. The work weâve been doing together is focused on tearing down generationsâ old stigmas and freeing women to pursue their relationship goals, whether for friendship, romance or business. Itâs great to be part of this social awakening and growing movement.â
Priti Joshi, Global Strategy Director, Bumble, said, âWeâve been thrilled by the reception of Bumble in India and have been thankful for the collaborative nature of BBDOâs support in our campaigns. Since we launched in December, women in India have already made the first move over two million times and 60% are using more than one mode on Bumble. Itâs been exciting to see that women in India send twice as many messages on Bumble compared to women in the rest of the world, too. Weâre looking forward to continuing to grow the Bumble community in India and weâre excited to continue this journey with BBDO.â