#HowWeEqual: Bumble campaign pushes for equality in relationships

Meghna Lall
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Bumble equality campaign

The new campaign by Bumble spreads the societal lesson of equality in romantic relationships, with influencers sharing personal narratives.

Bumble, in its new social media campaign, challenges the age-old stereotypes of gender roles in the context of romantic heterosexual relationships. Conceptualized by 22feet Tribal Worldwide and DDB Mudra, this Bumble campaign focusses on the idea of equality in a relationship and includes how it's one's unquestionable right to select their partner. It leverages both brand communication and influencer marketing to promote equality in dating.

Commenting on the launch of the campaign, Priti Joshi, Vice President of Strategy, Bumble, said, “The global dating world has been operating at an imbalance for far too long. We believe that Bumble has the potential to help restructure the world of online dating in India and with ‘Dating Just Got Equal’, our aim is to support the women of India as they create a new normal in the world of dating so that rather than second-guess themselves, they are empowered to make the first move.”

Apart from the creatives put forth by the brand, influencers and celebrities also joined the conversation to share their personal experiences of exchanging gestures, dividing responsibilities and making decisions equally between themselves.

Millennial influencers roped in for the campaign by Bumble, pledge to ditch the stereotypical gender roles and share the modern ways of balancing relationships. By sharing their stories, they concretised their commitment, encouraging their followers to follow suit.

The brand features influencers such as Larissa, Sherry Shroff, Anushka Ranjan, Karan Kundra, Aayushi and Rohit Reddy,

Also Read: Bumble’s Priti Joshi on differentiating from dating apps

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