#bumble | #tinder | #pof Bumble encourages single Indians to make the first move with its brand new campaign

The year 2020 has upended our lives in unexpected ways – redefining dating rules, navigating virtual and socially distanced dating etiquettes, and different approaches to relationships and mental wellbeing in this new environment. Bumble, the women-first social networking app, launched its new integrated campaign aimed at empowering and supporting its community to navigate the new rules of dating.

Bumble’s recent internal research found that one in two people claim they are ready to go on an in-person date. However, 70% of single Indians say they are not comfortable navigating dating in 2020.

Bumble’s new integrated campaign encourages millennials and Gen Z in India to make the first move and aims to support the Bumble community to navigate the new rules of dating in these challenging times. The campaign spans across various touchpoints including five unique digital films, conceptualised by The Script Room, which capture different stories of virtual and socially-distanced dating:
Take a hint,
For your eyes only,
A helping paw, Pedaling towards love and The first move. Additionally, Bumble has partnered with a robust set of influencers across India to support its community to make the first move and forge meaningful connections as well as out of home (OOH) branding in shopping malls in Mumbai, Delhi, Bangalore, Hyderabad, Kolkata and Pune.

As India continues to unlock, Bumble, the women-first social networking app, has installed socially distanced benches at various locations in Bengaluru and Goa. Bumble’s yellow benches, that have two seats placed six feet apart at either end, have been introduced with an intent of encouraging safer, healthier, and socially distanced meet-ups. By installing these yellow benches across prominent sites in these cities, Bumble wants to encourage its community to fall in love, but from a distance!

Bumble also recently launched three new dating badges in India to help people communicate how and what kind of dates they would like to go on: virtual, socially-distanced, or socially-distanced with masks, truly embracing the reality of today.


Disclaimer: This article has been produced on behalf of Bumble by Times Internet’s Spotlight team.


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