Bumble makes kindness sexy in India campaign

Bumble has rolled out a campaign featuring actor Adiya Roy Kapur.

Through this campaign, Bumble aims to spread the message of how kindness can be sexy. It's based on a survey in which 81% respondents believed that kindness is sexier now than ever before and 56% of the respondents claiming that they value kindness over physical attributes in a potential partner.

It consists of a film in which Kapur is first shown shooting an ad film to spread the message. It then progresses to Kapur practicing this in real life. His date cancels their meeting because she's fallen ill, to which Kapur responds by sending soup for her recovery.

Whitney Wolfe, founder and CEO, Bumble, said, “When we approach dating with kindness, we help create an environment of respect and compassion, and for connections to grow. Kindness is a core value here at Bumble, and we know it is the driving force behind our mission of creating healthy and equitable relationships. This new content helps redefine the idea of attraction and encourages us to never lose sight of the most valuable traits in a relationship.”

The film was rolled out on digital on 24 July.