Bumble India has launched a new campaign aimed at dating equality. The ‘Dating Just Got Equal’ campaign is designed to encourage women to make the first move and reverse gender norms around dating.
In addition to introducing the campaign, worldwide communications group DDB Mudra created three digital films around the brand’s value proposition of ‘making the first move’.
Priti Joshi, vice president of strategy, Bumble, said to Brand Equity: “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.”
The campaign was brought to life by eight social media influencers (Jim Sarbh, Radhika Madan, Pooja Dhingra, Kusha Kapila, Shrishti Dixit, Reem Sheikh, and Aakriti Rana) who all launched the campaign using the tagline #DateDebate.
Elsewhere, pop star Bebe Rexha hosted her annual ‘Women in Harmony’ pre-Grammy brunch on Friday, in association with Bumble. This is the third year that the event, which is designed to encourage female artists to come together and address the music industry’s gender inequality, has been held.
According to Variety, Rexha explained: “This event is so important to me because I wanted to give other songwriters and up and coming songwriters something I never had: an environment that I felt safe in.
“For me it makes it a lot scarier when you are in the music business and you are told to be competitive with other female artists, which is such bulls***.
“So what this does is it normalizes all of us being in a room together… it makes us all humanize each other and that we should all be on the same team, and I never had that.”
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