Bumble Brings in Bollywood Actors to Launch New ‘Opening Moves’ Campaign

Bumble has enrolled renowned Bollywood actors Kushi Kapoor and Vedang Raina to launch its ‘Opening Moves’ campaign in India. The dating app’s new feature gives women the option to set a question for matches to respond to, engaging connections in new ways whilst keeping women in control.

 “Making the first move is not always easy, and I love that Bumble has continuously chosen to stay true to their women-first philosophy.  I’m thrilled to be a part of a campaign that’s spearheading a shift towards a more equitable dating atmosphere. I hope that by watching us try Opening Moves, women see that they can use it to prioritise their preferences and dating approaches,”  said Vedang Raina .

The India-wide campaign uses content with Khushi and Vedang to showcase feature questions like “Most iconic first date idea?” and “What is your guilty pleasure?”. Their interactions stemming from the questions suggest huge chemistry and highlight the shift towards giving women more ways to make the first move. 

Speaking on the partnership, actor Khushi Kapoor says: “Being a part of this collaboration is really exciting for me. It represents a crucial shift in contemporary dating dynamics, empowering women to take charge of their own romantic journeys. I’m honoured to work with Bumble on this campaign which contributes to the transformation of the dating landscape, which is something that’s really important to me and my generation.”

The new Bumble India campaign comes at a time when dating apps are shifting focus towards female empowerment in dating and equality in relationships. According to research by the app, 92% of women stated that equality remains a key marker in terms of a good relationship. In terms of what that means to women, 9 in 10 (88%) of single women suggested that they saw equality as the autonomy to decide what is right for you.