Bumble launches its first campaign in India in association with BBDO India

Charlie Spargo's picture
by Charlie Spargo
Priyanka Chopra Jonas in Bumble's advert

Bumble's first advertising campaign in India has been released, showing off the extended potential of the app, first and foremost known as a dating platform.

In an advert recently realeased featuring global star Priyanka Chopra Jonas, who is also a Bumble investor, the app - whose user base numbers more than 55 million across 150 countries - emphasised that women using the app are "not loose", hoping to change stereotypes in the process.

It's intending to raise the profile of Bumble's alternative non-dating opportunities - including Bumble BFF to help women meet new like-minded people in a non-romantic setting, and Bumble Bizz which allows people to pursue a career change, meet collaborators for projects or simply network.

Bumble has also signed up BBDO India to manage its creative account and take it forward, building on Bumble's preconception-breaking record. So far, uptake has been widespread in the country, with more than half of users trying out more than one of Bumble's capabilities, according to its global strategy director.

BBDO India says it is "focused on tearing down generations’ old stigmas and freeing women to pursue their relationship goals – whether for friendship, romance or business."