Background

A rapidly modernizing India is changing how Indians seek and form relationships. Indian women feel relatively more empowered and increasingly more of them are turning to apps to meet new people. But, prejudices and moral policing about dating and networking still exist in an Indian society more so when done online. Because of which women are filled with a sense of shame and are forced to use these apps in secrecy. Faced with a sensitive cultural resistance and a crowded app market Bumble faced an uphill challenge. We had to spark confidence, positivity and empowerment in a safe environment for women. We had to stand for respect and the freedom to choose and form life-enhancing connections.

Describe the cultural/social/political climate in your region and the significance of your campaign within this context

In an Indian society, women are on the pathway to empowerment, equality and freedom. However, all of this comes with conditions attached. Defying these conditions means inviting judgement. Women become wary of breaking norms and restrict the choices they make in their lives. Women face barriers and judgement when it comes to meeting anyone new, especially if it is through an app. Society expects a woman to be ‘pure’. This perception is quickly eroded when she is seen on a dating or social networking app. If a woman makes the first move on an app, she is often labelled “loose” and her character is easily judged. For her, the fear of being judged becomes overwhelming. She becomes cautious and her pursuit of independence in relationships and professional goals are seriously compromised.

Describe the creative idea

We knew if we had to launch in India, we had to approach existing cultural issues head on and break societal judgements. And so, we launched Bumble with its hallmark feature of allowing only women to make the first move on the app by the campaign - #EqualNotLoose We brought the ideology to life by showing society that if a woman chooses to work late, meet a stranger or decides to wear what she feels comfortable with, she is making her own choices. With women making the first move in love, friendship and business meant they are free to choose, connect and form life-enhancing connections and are not bogged down by the strict structures of society.

Describe the strategy

In progressive India, while women are emerging within the power structures in a patriarchal society, they are still up against many deep-rooted social norms that place them below men. Societal judgements made women stay away from dating apps in general. There are 3 men for every woman on dating apps. When we launched, we had to change this skew and encourage Indian women to feel liberated from societal judgements that hold them back, so they are free and empowered to make their own choices in love, life and business. We did that by building a community of empowered women, and men who respect strong women, by placing the power back in woman’s hands of making the first move. We collaborated with Priyanka Chopra Jonas, global star and Bumble’s partner and investor, knowing this would tear down generation’s old stigmas, and start conversations, as She embodies every mode of the app.

Describe the execution

Bumble’s #EqualNotLoose campaign was broadcast across the country on TV, OTT platforms, and digitally, and will be supported by hundreds of outdoor placements across the top eight metros in India. We picked everyday environments frequented by Bumble’s audience such as gyms, cafes, and workplaces and customised messaging at these places, making sure the messages seamlessly integrated with the touch-point driving down the message at a moment of receptivity. We also created an interactive print ad, “______Not loose” on the front page of India’s biggest daily ‘The Times of India’ asking women to fill in the blank with their own description of themselves. The integrated campaign across mediums opened floodgates of conversation and debate. Turning centuries of patriarchy and misogyny on its head. With influencers and women across the country spearheading the thought, it gave women exactly what the app intended to do – empowering women to make the first move.

Describe the results/impact

#EqualNotLoose empowered over 2 million women who made the first move. 60 % of them use it for more than just dating. Women in India send 2x as many messages on Bumble, than women in the rest of the world. #EqualNotLoose The TVC garnered 12.8 million TV impressions PCJ's single IG post received 1.87 million views, 216k likes, and 1,300 comments Bumble_India posting of the #equalnotloose commercial received 16.5k views, 1,500 likes, and 29 comments Aping us, one of the biggest dating apps (Tinder) introduced the feature “My Move” letting women take the initiative in the mating ritual. A great sign of the change we’re driving in realizing Bumble’s vision of creating a world free of misogyny