Indian digital-first creative agency, Dentsu Webchutney, has won a multi-agency pitch to acquire the digital and creative duties for OkCupid India.
The agency, which will work out of their Indian offices, said it was inspired by OkCupid’s wish to encourage Indian millennials to take charge of their love lives.
Senior Vice President of Dentsu Webchutney, Prashant Gopalakrishnan, said to Exchange4Media: “We are excited to partner with yet another industry giant in OkCupid. Innovative ideas can help overcome challenges in the Indian online dating market.”
The news comes as the Indian dating scene continues to change due to increased internet access and the growing prevalence of online dating apps.
Shruti Gupta, Brand Manager, OkCupid India explained that the millennial generation is driving this change because they feel more comfortable using the internet than their parents.
On the new partnership, Gupta said in an interview with Exchange4Media: “OkCupid is about meaningful relationships – on, and off the service. This is why the newest one we are forging with Dentsu Webchutney feels like the beginning of a long and productive journey.”
OkCupid was launched in India in September 2018 and now has over a million users in the country. It rolled out its first Indian campaign, Find My Kind, in August last year.
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