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Bumble’s hyper-local approach: a new way to find love in your city

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Bumble, the popular women-first dating and social networking app, has launched its latest brand campaign across five cities in India – Ahmedabad, Hyderabad, Kolkata, Chennai, and Chandigarh. The campaign, which takes a hyper-local approach, aims to reach new audiences and celebrate the diversity of Bumble’s community.

Furthermore, the campaign spotlights local cultural diversities and the unique nuances of each city, featuring customized regional music and popular locations. The goal is to encourage single Indians to take charge of their dating journeys in their cities. Evidently, Bumble’s recent study shows that 81% of daters on the app are feeling positive about dating as we head into 2023.

Check out the hyper-local approach campaign advertisements for the five cities.

Ahmedabad

Kolkata

Hyderabad

Chennai

Chandigarh

Samarpita Samaddar, India Communications Director of Bumble said, “In 2023, as Bumble enters new markets in India, our new integrated campaign takes a hyper-local approach as we celebrate our community, various meet-cute moments, diverse connections and the best first moves one is making in their cities.”

“We want to celebrate the joy of dating in everyday moments and encourage people to find what they are looking for – while playing football at Kolkata’s Maidan or jogging at Chandigarh’s Sukhna Lake or while having your favourite filter coffee in Chennai.”

“When everyone in your city is on Bumble, what are you waiting for? There are endless possibilities to find your next connection in your city and Bumble’s got your back,” Samaddar added.

As part of the new campaign, Bumble also launched its latest OOH branding across multiple cities with localized taglines. Like “Coffees are better shared by-two. Date on Bumble.” and “Find someone who likes their sambar as sweet as you do. Date on Bumble.” These taglines not only showcase the app’s focus on hyper-local dating but also highlight the importance of cultural specificity.

It’s not just the app’s approach that is hyper-local, but also the way they are reaching out to potential users. Bumble’s new campaign spotlights local cultural diversities, customized regional music, and popular locations that capture unique nuances and the essence of different cities in modern India. Bumble’s new campaign is a perfect example of how a dating app can celebrate diversity and inclusivity while encouraging people to take charge of their dating journeys in their cities.

In conclusion, Bumble’s new hyper-local campaign is a great way to reach new audiences and celebrate the diverse community that the app has. The campaign’s focus on local cultural diversities, customized regional music, and popular locations is a perfect way to capture the unique essence of different cities in modern India. With 81% of daters on Bumble feeling positive about dating, it’s the perfect time for single Indians to take charge of their dating journeys and find their next connection on Bumble.

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