Bumble has appointed BBDO India to its creative account following the launch of its first campaign in the region.
Known predominantly as a dating app, it's been trying to get more women to realise that it can also be used to forge friendships and business connection.
In India, it recently ran a campaign dubbed ‘Equal Not Loose’ which aimed to fight the stereotypes that women that use the app are 'loose', preventing them from fully pursuing their professional and relationship goals.
In in a series of TV ads, actress Priyanka Chopra Jonas encouraged women to use the app on their own terms, championing equality and challenging stereotypes.
Print ads also asked women to choose how they want to define themselves by filling in the blank ‘____ Not Loose’ tagline while an open letter from Chopra Jones in national newspaper Times of India thanked women for their response to the campaign.
Priti Joshi, global strategy director at Bumble, said it has been a hugely successful piece of work in the region.
“We’ve been thrilled by the reception of Bumble in India and have been thankful for the collaborative nature of BBDO’s support in our campaigns. Since we launched in December, women in India have already made the first move over two million times and 60% are using more than one mode on Bumble," said Joshi.
“It’s been exciting to see that women in India send twice as many messages on Bumble compared to women in the rest of the world, too. We’re looking forward to continuing to grow the Bumble community in India and we’re excited to continue this journey with BBDO.”
As of last month, the app had over 55 million users across 150 countries.
Josy Paul, chairman and chief creative officer, BBDO India, added: “We are excited to be working so closely with the core team at Bumble. It’s been a highly collaborative, interactive and enlightening experience. And there’s so much more to come.
"The work we’ve been doing together is focused on tearing down generations’ old stigmas and freeing women to pursue their relationship goals – whether for friendship, romance or business. It’s great to be part of this social awakening and growing movement.”