Mumbai: happn, the real-life dating app, has announced its collaboration with Zee Studios for the latest release, Bollywood romantic comedy Do Deewane Seher Mein, featuring Siddhant Chaturvedi and Mrunal Thakur, bringing together the magic of cinema and the spontaneity of real-life connection.
As a brand that continuously explores new ways to engage Indian singles, happn’s association with the film marks a strategic step in deepening its presence within India’s evolving romantic landscape. Cinema has always mirrored real-life relationships, and this partnership celebrates that connection between reel and real, where stories on screen reflect the everyday moments that shape modern love.
Centered around contemporary relationships and urban love stories, Do Deewane Seher Mein mirrors happn’s core identity: celebrating everyday moments, serendipitous encounters, and meaningful connections in a fast-paced world. By collaborating with Zee Studios, one of Bollywood’s most prestigious production houses, happn strengthens its alignment with culturally relevant narratives that resonate deeply with modern Indian audiences. The partnership also extends beyond the screen into a consumer engagement initiative, designed to turn cinematic excitement into real-world connection.
As part of the association, happn has launched a special in-app contest through a sponsored profile, allowing users to win tickets to watch Do Deewane Seher Mein. The activation echoes the film’s romantic narrative while encouraging singles to celebrate connection in their own unique way, whether that means a date night, a night out with friends, or simply sharing the experience with someone special. This collaboration reinforces happn’s continued focus on innovative partnerships that blend entertainment, culture, and authentic connection, reinforcing its position at the heart of modern dating conversations in India.
Karima Ben Abdelmalek, CEO and President of happn, said: “Cinema has always shaped how we imagine love, but real-life encounters and everyday moments also shape today’s relationships. Our collaboration with Zee Studios for Do Deewane Seher Mein felt like a natural fit because the film reflects the spontaneity and emotional depth that define modern romance. At happn, we are constantly looking for culturally relevant ways to connect with our community, and this partnership allows us to bring the spirit of the film into the lives of our users in a meaningful and engaging way.”
Ameet Bhuvan, Senior Vice President Marketing, Zee Studios, added: “At Zee Studios, every collaboration is designed to build a strategic bridge between the film’s emotion and real audience behaviour. Do Deewane Seher Mein celebrates organic, unfiltered urban love that begins when two lives unknowingly cross paths and happn, as a platform, mirrors this insight by turning real-world proximity into meaningful connections. This made the partnership a natural narrative extension rather than a promotional add-on, allowing us to move beyond conventional marketing and integrate the film into people’s everyday lives.”
-Based on Press Release
