Campaign India Team
Jul 24, 2023

Bumble makes kindness sexy in India campaign

Watch the film with Aditya Roy Kapur here.

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.

Source:
Campaign India

Related Articles

Just Published

3 hours ago

Murdoch steps down: Succession stories aside, why ...

With Lachlan Murdoch now anointed as the heir to the Murdoch empire, real life appears less dramatic than TV.

3 hours ago

Samsung urges siblings to make the most of ...

Watch the film conceptualised by Cheil India here

10 hours ago

Formula One debuts the world’s first ‘kiss-activated...

Clearly innovation at F1 isn’t just limited to what’s under the hood—it extends to every aspect of the sport, including the way in which champions are celebrated.

12 hours ago

Cultural competency is critical to creative success ...

Whatever Hollywood may think, Asia is not a monolith. Rather, it's an incredibly complex region—home to 51 countries and over 2,300 languages. Mash's Rich Akers shares why what works for one Asian country may not work for another, and how brands can avoid partaking in what he terms as 'creative colonialism'.