The campaign takes a humorous and localised look at dating culture featuring taglines such as “Find someone who gives you the warm fuzzies even in Delhi winters” and “Mumbaikars, find your local on Bumble”.
Bumble, the women-first social networking app, launched its new out-of-home campaign in India across Mumbai, Delhi, and Chennai. As India lifts restrictions, the campaign aims to encourage women to make the first move.
In addition, Bumble’s recent research found that more than one in three (33%) daters surveyed are feeling hopeful about dating in 2021 with a wider rollout of vaccinations among younger age groups in India. Looking ahead in 2022, 4 in 5 single Indians are excited and hopeful about dating.
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Samarpita Samaddar, India Communications Director, said: “The concept of a first date post-pandemic looks very different to what it has been in the past. Our recent study showed that 39% of single Indians surveyed have tried a video date as their first date in 2021. Our recent research illustrates single people in India are now excited and hopeful about dating, both virtually and in-person, looking ahead, as we get ready to start a new year. With our latest campaign, we aim to encourage our community to get ready to date and find their connections on Bumble.”
Bumble has made several updates to its platform, including introducing 150 new interest badges in dating profiles and launching its “Night In” feature, where two people can participate in an interactive game during a video chat. The company also recently launched Snap’s AR Lenses within Bumble video calls, launched video notes that utilize Snapchat’s technology and Language Badges to help its community showcase which languages they speak on their profiles to make more meaningful connections.