MUMBAI: The Pride Month saw brands all across the globe striving for the right to love everyone, gender no bar. One of the most popular dating apps, OkCupid also launched an emotional campaign called #LoveAtFirstPride to bring to light stories for the first time - first dates, first decisions, first moments, first courage, first change, first freedom, first acceptance.
OkCupid CMO Melissa Hobley told Indiantelevision.com that the campaign is an initiative to celebrate the LGBTQ community on its digital platforms telling stories that are focused on them but hold true for humanity making it relevant for everyone. She sees the campaign as an opportunity to make the world a little bit more inclusive and accepting of the LGBTQ community.
Speaking about the inspiration behind the campaign, Hobley said that this Pride Month being the very first after the historic Supreme Court verdict to strike down the discriminatory article 377, deserved a celebration and the campaign tries to capture the moment by lauding love beyond the restriction of binary identities.
She said, “OkCupid users in India truly support gay marriages as indicated by the data collected from their responses and the idea behind the digital campaign was to commemorate the freedom of love which extends to all gender identities. This has been captured in the video through the stories of these influencers and the questions they have answered. Times have changed as today we can ask them these questions and they can answer them proudly. This change in perspective is what the inspiration behind the campaign was.”
The film that was hosted on Instagram, Facebook, and YouTube received an overwhelming response, as shared by Hobley. Launched in the middle of the Pride Month, the video generated almost a million impressions with an engagement of 50K across platforms within just a week. “We have received an overwhelmingly positive response from the influencers, the LGBTQI community as well as the media. This has further strengthened our belief that India is finally ready for such a campaign and we are so proud to have launched something so meaningful,” said Hobley.
