afaqs! news bureau

Bumble films take 'Make the First Move' forward...

Shot in a socially distanced way, the two films by The Script Room paint a picture of the dating landscape amidst a global pandemic.

Bumble, the women-first social networking app, has released two films ‘Take a Hint’ and ‘The First Move’ as a part of its integrated campaign aimed at empowering and supporting its community to navigate the new rules of dating.

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’s recent research found that one in two people are ready to go on a date in real life. However, 64 per cent of its users say that their dating life has significantly changed post the (COVID) pandemic. And, 70 per cent of single Indians say that they are not comfortable navigating dating in 2020.

The new integrated campaign encourages millennials and Gen Z in India to make the first move. It aims to support the Bumble community to navigate the new rules of dating in these challenging times.

The campaign spans across various touch points, including five unique digital films, conceptualised by The Script Room, which capture different stories of virtual and socially distanced dating.

Bumble kicked off the campaign with the first film ‘For Your Eyes Only’ in November, followed by ‘A Helping Paw’ last week.

Additionally, Bumble has partnered with 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, Bengaluru, Hyderabad, Kolkata and Pune.

Speaking about the campaign, Samarpita Samaddar, Bumble India PR director, said, “Even though 2020 turned our lives upside down, what didn’t change was the need to seek and build meaningful connections. We’ve learnt from our recent study that one in two people in India are ready to go on an in-person date now.”

A creative from the campaign
A creative from the campaign

“Single Indians are navigating this new world of dating and redefining the rule book as India ‘unlocks’. With our new campaign, we want to support our Bumble community in navigating the new rules of dating, and encourage them to make the first move, because falling in love is still an exciting possibility in 2020! Even though your dating journey might be a little bumpy, Bumble’s got your back!”