Bumble has released a promotional video campaign looking at how Indian couples have celebrated their love during lockdown.
The campaign, title ‘Love Will Find A Way’, is designed to promote a positive reminder to users that they can continue to have meaningful relationships in the middle of the pandemic.
Research from Bumble shows that virtual dating has become an integral part of relationships in India.
83% of Bumble users in the country have been more interested in dating during lockdown, with 70% claiming that their dating behaviour has changed since lockdown began. Just under 80% of users are now accepting and utilising virtual dating features.
Priti Joshi, Bumble’s VP of Strategy, told Campaign Asia: “Healthy relationships and meaningful conversations are foundational to one’s well-being, especially during these uncertain times.
“We’ve seen that our Bumble community in India has really started to utilise our virtual dating features as they are actively trying to navigate this new world of dating. Through this campaign, we hope to share a positive message that love always finds a way, even in the most challenging of times.”
It was announced last week that MagicLab will be renamed ‘Bumble’, as the female first social app emphasises its mission and takes more control of Badoo.
Read more here.