India – The dating app has revealed its first campaign in India, designed to reflect changing local attitudes to meeting potential partners.
The Find My Kind campaign focuses on a couple who reject more conventional attempts at finding a partner, such as arranged marriage or being set up by friends, and instead match with each other via OkCupid. Executed by BBH, the concept highlights the importance of personal agency at a time when younger Indian generations are challenging patriarchal values and strict gender roles in favour of freedom of choice.
The campaign builds on insights gleaned from user responses to questions on the OkCupid app, such as 92% of users in India feeling their values vastly differ from those of their parents, and 79% do not believe they echo their friends’ preferences either. ‘Today’s single Indian is battling ‘suitable’ recommendations by parents, friends, extended family or matrimonial services that don’t account for personal preferences,’ explains Shruti Gupta, brand manager at OkCupid India.
Recent campaigns in India for Bumble and Tinder have also targeted the country’s increasingly liberal young population. For more, read our Emerging Youth: India market.
