Bumble has released a campaign, conceptualised by 22Feet Tribal Worldwide and DDB Mudra, that explores how couples in India have been dating virtually during lockdown.
The film seeks to serve as a positive reminder to Bumble’s community that 'love will find a way'—the title of the campaign—as the lockdown begins to slowly ease in India.
The campaign is built on research from the dating company that showed that virtual connections are becoming an integral part of the 'new normal' in dating. The research found that 83% of Bumble users in India have been more interested in dating during lockdown, with 70% claiming that their personal online dating behaviour has changed compared to before the outbreak. Just under 80% of these users said they are now accepting and trying virtual dating.
Bumble's VP of strategy Priti Joshi commented: "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."