Bumble, the women-first social networking app, has launched its new integrated campaign aimed at empowering and supporting its community to navigate the new rules of dating.
2020 has upended our lives in unexpected ways ‚ÄĒ redefining dating rules, navigating virtual and socially distanced dating etiquettes, and different approaches to relationships and mental wellbeing in this¬†new¬†environment.¬†Bumble‚Äôs recent research found that¬†one in two claiming they are ready to go on a date in real life. However, 64% of the Bumble community claim that their dating life has significantly changed after the pandemic and 70% of¬†single¬†Indians¬†say they are not comfortable navigating dating in 2020.
Bumble‚Äôs¬†new¬†integrated¬†campaign¬†encourages¬†millennials and Gen Z in India to¬†make¬†the¬†first¬†move, and aims to support the¬†Bumble¬†community to navigate the¬†new¬†rules of dating in these challenging times. The¬†campaign¬†spans across various touch points, including five unique digital films, conceptualised by The Script Room, which capture different stories of virtual and socially-distanced dating.¬†Bumble¬†kicked off the¬†campaign¬†with the¬†first¬†film, ‚ÄėFor your eyes only‚Äô last week, which will be followed by others slated to release throughout this month. Additionally,¬†Bumble¬†has partnered with a robust set of influencers across India to support its community to¬†make¬†the¬†first¬†move¬†and forge meaningful connections as well as out of home¬†(OOH) branding in shopping malls in Mumbai, Delhi, Bangalore, Hyderabad, Kolkata and Pune.
Samarpita Samaddar,¬†Bumble¬†India PR Director,¬†said, ‚ÄúEven though 2020 turned our lives upside down, what didn‚Äôt change was the need to seek and build meaningful connections. We‚Äôve learnt from our recent study that one in two people in India are ready to go on an in-person date now.¬†Single¬†Indians¬†are navigating this¬†new¬†world of dating and redefining the rule book as India unlocks. With our¬†new¬†campaign, we want to support our¬†Bumble¬†community in navigating the¬†new¬†rules of dating, and encourage them to¬†make¬†the¬†first¬†move¬†because falling in love is still an exciting possibility in 2020! Even though your dating journey might be a little bumpy,¬†Bumble‚Äôs got your back!‚ÄĚ¬†¬†¬†
Bumble¬†recently also launched three¬†new¬†dating badges in India to help people communicate how and what kind of dates they would like to go on:¬†virtual, socially-distanced, or socially-distanced with masks.