Bumble and Tinder have both ended 2018 by launching nationwide advertising campaigns in India.
Having only just been rolled out in India early December, the #EqualNotLoose advert signals Bumble’s first marketing push in the country.
The video looks to tackle gender bias, and encourages women to pursue their career and life goals in equal measure.
It stars Bollywood actress Priyanka Chopra, who is a high-profile investor and was instrumental in bringing the social app to India.
She is shown to be empowering herself in several different situations, including as an ambitious boss, working out in a carefree manner and being part of a committed, equal relationship.
According to Adweek, a Bumble spokesperson said in a statement: “[Women] who make empowered choices in love, life and work [can] be labelled ‘loose’ for doing so.”
Tinder has also started to promote a certain lifestyle in India, releasing a short film assuring millennials that “Adulting Can Wait”.
The advert follows a young woman navigating a large maze, representing the life of twenty-somethings, who have the prospect of an exciting new experience at every new turn.
Her fun-loving attitude leads her to meeting a variety of new people as well as playing with puppies, trampolining and partying.
The dating app is encouraging young people to not worry too much about initial ups and downs, but to enjoy the journey and approach life with an open mind.
As part of the campaign, Tinder has also recreated popular memes for public billboards that portray both trivial and serious issues that millennials face.
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