Mumbai: Women-first social networking app Bumble has launched its new out-of-home (OOH) campaign in India across Mumbai, Delhi, and Chennai. As India lifts restrictions, Bumble’s latest OOH campaign aims to support the community to navigate their dating journeys and encourage women to make the first move.

The campaign takes a humorous and localised look at dating culture featuring taglines such as ‘Find someone who gives you the warm fuzzies even in Delhi winters’ and ‘Mumbaikars, find your local on Bumble.’

“The concept of a first date post-pandemic looks very different to what it has been in the past. Our recent study showed that 39 per cent of single Indians surveyed have tried a video date as their first date in 2021,” Bumble India communications director Samarpita Samaddar said.

“Our recent research illustrates single people in India are now excited and hopeful about dating, both virtually and in-person, looking ahead, as we get ready to start a new year. With our latest campaign, we aim to encourage our community to get ready to date and find their connections on Bumble,” she added further.

In addition, recent research by the dating and networking app found that more than one in three (33 per cent) daters surveyed are feeling hopeful about dating in 2021 with a wider rollout of vaccinations among younger age groups in India. Looking ahead in 2022, four in five single Indians are excited and hopeful about dating.

Founded in 2014 by CEO Whitney Wolfe Herd, the app has made several updates to its platform, including introducing its “Night In” feature, where two people can participate in an interactive game during a video chat. The company also recently launched Snap’s AR Lenses within Bumble video calls, launched video notes that utilize Snapchat’s technology and Language Badges to help its community showcase which languages they speak on their profiles to make more meaningful connections.