Bumble has teamed up with BBDO India, an advertising agency that has previously worked with the likes of Vodafone, PepsiCo and Visa, to create its upcoming marketing ventures in India.
Josy Paul, BBDO’s Chief Creative Officer, said to The Drum: “We are excited to be working so closely with the core team at Bumble. It’s been a highly collaborative, interactive and enlightening experience. And there’s so much more to come.
“The work we’ve been doing together is focused on tearing down generations’ old stigmas and freeing women to pursue their relationship goals – whether for friendship, romance or business. It’s great to be part of this social awakening and growing movement.”
The social networking app launched in the country at the beginning of December, with the help of Bollywood star and activist Priyanka Chopra Jonas.
Vogue magazine has just published a feature interview with CEO Whitney Wolfe Herd which followed her during Bumble’s entry into India. She explains why she thought it was so important for Indian women to have access to the app and how it was rebuilt for the new demographic.
The new collaboration with BBDO comes not long after the ‘Equal Not Loose’ campaign, Bumble’s first promotion in the region.
The main video starred Chopra Jonas using the app to challenge gender stereotypes in numerous ways and trying to take down the term ‘loose’, a derogatory way to refer to a woman who is hardworking and independent.
Bumble ran its first Super Bowl commercial earlier this year starring tennis legend Serena Williams.
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