Dentsu Webchutney, the digital-first creative agency from the house of Dentsu Aegis Network (DAN), has won the digital and creative duties for the dating app, OkCupid India. The account was won following a multi-agency pitch and will be serviced out of the agency’s Bengaluru office. Headquartered in the US, OkCupid is an online dating, friendship and social networking website.
OkCupid’s pioneering soft-launch in India in 2018 redefined expectations from the entire category across the country. There has been a generational shift in modern romance for all orientations and preferences around the world, particularly made possible by the variety of apps that surround us today. Consequently, taking cue from this global insight, OkCupid now wants Indian millennials to take charge of their romance by helping them find their right match. Also, this is the exact one-line brief that inspired Dentsu Webchutney to chart an aggressive digital and creative growth strategy that clearly differentiates the service in a fragmented market.
Commenting on the win, Prashant Gopalakrishnan, SVP, Dentsu Webchutney said, “We are excited to partner with yet another industry giant in OkCupid. Innovative ideas can help overcome challenges in the Indian online dating market. It is a phenomenal market opportunity – one that has been covered in-depth in analyst reports. On a lighter note, as the sole married employee on the account, I believe the rest of the team can truly do justice to it!”
Elaborating on the partnership, Shruti Gupta, Brand Manager, OkCupid India added, “OkCupid is about meaningful relationships – on, and off the service. This is why the newest one we are forging with Dentsu Webchutney feels like the beginning of a long and productive journey.”