Bumble has released a film titled 'love will find a way' through which it looks to celebrate the importance of love, hope and resilience as the lockdown begins to slowly ease in India.
The film was conceptualised by 22Feet Tribal Worldwide and DDB Mudra. It shows how virtual dating has been taking place in the country during the lockdown. The film seeks to serve as a positive reminder to Bumble’s community that love will find a way.
This follows a research from the company that showed that virtual connections are becoming an integral part of the 'new normal' in dating. The research found that 83 per cent of users are more interested in dating during these times, while 63 per cent of users are anxious about the future. Additionally, 70 per cent of Bumble users in India claim that their personal online dating behaviour has changed compared to before the outbreak, with just under 80 per cent of these users now accepting and trying virtual dating.
Priti Joshi, VP - strategy, Bumble, said, “Healthy relationships and meaningful conversations are foundational to one’s well-being, especially during these uncertain times. We’ve seen that our Bumble community in India has really started to utilise our virtual dating features as they are actively trying to navigate this new world of dating. Through this campaign, we hope to share a positive message that love always finds a way, even in the most challenging of times. ”