Bumble, which bills itself as a women-first dating and social networking app, has launched a global integrated campaign themed ‘Kindness is Sexy’ featuring actor Aditya Roy Kapoor.
In the film, Kapoor meets someone on the dating app. His kind compliment to start with and subsequent small acts of kindness like arriving with a dish, being a sport while gaming and being himself while watching an emotional show and sharing the vulnerability of his partner, make him endearing. The chemistry between the couple develops with the girl appreciating his every gesture. It’s then revealed that he is on a shoot. In comes a message from his real life date as he leaves the set. She tells him she is unwell and wants to postpone their date. He sends her a warm ‘get well soon’ message and a bowl of soup to her door, just like in the shoot prior. Kapoor ends the film stating that in films or in real life, kindness is sexy.
The campaign follows findings from Bumble’s recent survey, where 81 pc of respondents in India agreed that kindness is sexy now more than ever before and 56 pc said they valued kindness over physical attributes in a potential partner. In the survey, 41 pc of Indian Gen Z respondents said they considered being unkind to strangers as a deal breaker.
Kapoor, said, “At the end of the day, the heart of everything lies at being good to people around you, including your romantic relationships. I think it’s great what Bumble is doing by telling everyone, who is on their platform and whoever wants to join, that what matters is being good to each other, being accountable and responsible on the platform. By showing kindness is sexy, I think they have set the tone very clearly about the kind of interactions and the kind of people they want on the platform – I think more power to Bumble for doing that!”
Whitney Wolfe Herd, Founder and CEO, Bumble, said, “When we approach dating with kindness, we help create an environment of respect and compassion, and for connections to grow. Kindness is a core value here at Bumble, and we know it is the driving force behind our mission of creating healthy and equitable relationships. This new content helps redefine the idea of attraction and encourages us to never lose sight of the most valuable traits in a relationship.”
Around 76 pc of those surveyed stated that how they define what makes a great partner has changed dramatically over the past five years, with 46 pc Indian respondents saying they were no longer willing to date someone who didn’t make time for them and 44 pc saying they are no longer willing to put up with toxic behaviours.
The app recently rolled out Compliments, a ‘message before match’ feature aligned with the kindness agenda.
Watch the film here:
