Aarti Pahwa, New Delhi
W omen 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. Bumble, in its new OOH campaign, ‘Dating Just Got Equal' challenges the age-old stereotypes of gender roles in the context of romantic heterosexual relationships.
Executed by Brandscope India, this Bumble campaign focusses on the idea of equality in a relationship and includes how it's one's unquestionable right to select their partner. It leverages both brand communication and influencer marketing to promote equality in dating. The campaign has thus selected media vehicles which are high on impact and that evoke a lasting impression, like panoramic Billboards, unipoles gathering maximum eyeballs which are apt as per the TG's presence physically and psychologically.
The stunning campaign is visible in Mumbai, Delhi, Bengaluru and Pune. The detailed screening helped the team to arrive at the most desirable OOH. Bumble's creative looked great on the larger than life OOH portrait making them an eye-treat for the TG.
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.