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The app conducted a research on what women want online, and most of the women said they would like having their privacy respected and safety prioritised.
The campaign highlights the perks of the new feature being launched.
With Woo Hide women-users can browse profiles in ‘incognito’ mode; the mode permits only the profiles approved by women-users to contact them personally. Woo has witnessed an increase in the number of women users on the app by 60% and further aspires to elevate it to 100% in the coming times.
The film is conceptualized by River India. The app aims to understand the nuances of the unique Indian market and recognizes the needs of its users, and hence innovates and works on features that make sure the dating space is safe for women and to strike up a meaningful conversation. The mandate is to empower women and support their concerns for privacy and digital safety.
Sumesh Menon, Co-founder and Group CEO of U2opia Global which owns WOO says, "Woo is driven by a women-first approach and the idea is to provide a great platform for them to meet their respective matches in a safe environment. We will continue to focus on innovation as a pioneer in the Indian dating landscape".