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#HowWeEqual: Bumble campaign pushes for equality in relationships

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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,

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Long distance can always be a bummer! Especially when you stay in two different timezones altogether. The only thing that binds us well is good communication? We’re a absolute crazy bunch when together, but distance can get to you. So when we’re both away we make sure we video call and fix a time where we talk, he calls me when he’s preparing his lunch while I’m here sipping my favourite chai? I also try to keep it old school and write him handwritten letters and mail it to him ? we set our fitness goals together, make it a point that we push each other enough to eat healthy, and the same applies with work. There’s nothing like a partner who pushes you to grow TOGETHER ☀ . . Equal efforts to make a relationship work are very important. Are there particular things you do to keep yours intact? Let me know in the comments ♥️ #HowWeEqual #BumblePartner @Bumble_India #bumbleindia #SweetAsSaKer

A post shared by Larissa? Travel Etc. (@larissa_wlc) on

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

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"A gender-equal society would be one where the word ‘gender’ does not exist: where everyone can be themselves." - Gloria Steinem I am glad that Anita and I share a relationship which believes in the above quote. Not only do we both ensure we contribute financially, we also make sure we partake in household responsibilities jointly. Like, when Anita is out of town for any event or shoot, I ensure I spend the day at home and keep the house in order. Maybe, also put on my chef hat and cook that favorite meal she would love, when she is back! Tell me what’s the special gesture for your partner in the comment section below to keep your relationship equal :) @bumble_india #howweequal #bumblepartner #bumbleindia

A post shared by Rohit Reddy (@rohitreddygoa) on

Share your views on the campaign with us on content@socialsamosa.com or in the comments below.

bumble influencer campaign #HowWeEqual #karanKundra #Larissa Aayushi Anushka Ranjan bumble equality bumble influencer campaign Karan Kundra rohit reddy Sherry Shroff