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Bumble’s new OOH campaign captures nuanced dating cultures in different cities

08, October, 2022

Aarti Pahwa, New Delhi

Ahead of the festival season, Bumble’s latest OOH 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 Bum

Introduction

Let’s face it, online dating is a bit of a minefield, no matter whether you’re newly single, prefer to meet someone in a bar rather than them sliding into your DMs, on the search for a short-term romance or a long-term relationship.

The pandemic made dating less accessible, but as the world has reclaimed freedom following a lockdown-stricken world, there's more opportunity to start over again, pick up where you left of and feel comfortable reaching out to people, as a way of forming deep connections, finding love and fostering healthy relationships. Bumble, the women-first dating and social networking app, has recently launched its new out-of-home campaign that captures nuanced dating cultures in cities including Delhi, Mumbai, Kolkata and Ahmedabad. Ahead of the festival season, Bumble’s latest OOH campaign executed by Kinetic India aims to support the community to navigate their dating journeys and encourage women to make the first move.

Over the past two years, Bumble has introduced a number of product and policy changes to best support its community. This included new features to navigate virtual dating, Audio Prompts and Videos on Profile, Audio Notes, in-app Covid-19 preferences to easily communicate how people are comfortable dating and 150 new interest badges in dating profiles to showcase your hobbies and interests easily.

Campaign Details

The new OOH campaign takes a humorous, city-specific, hyper-localised look at nuanced dating cultures during festivals featuring taglines such as “Find the Kasundi to your Kabiraji”, “Find a Pujo date who’ll go, “Asche Bochor Abar Hobe'' with you” in Kolkata and “You, me, and gwalia dosa at Manek Chowk”, “Find the double butter to your vada pav. Date on Bumble.” in Ahmedabad.

Key Quote

Samarpita Samaddar, India Communications Director, Bumble said: “After two years of restrictions and lockdowns, this year, people are gearing up to celebrate the festivals in a big way. From sharing your idea of festive fun and your favourite festival food, puja pandals you’d like to visit, a garba dance you’ve been eyeing to attend–festivals can be an exciting time to find new connections that you’re looking for! With our latest campaign, we aim to encourage our community to own their dating journeys and find their connections on Bumble.”

Past Experience of Kinetic India

Kinetic India has worked for the below mentioned clients in the past

Tags :  Kinetic India Bumble Covid-19 OOH Samarpita Samaddar

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