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International dating app OkCupid has launched its first 360-degree campaign in India titled ‘Find My Kind’, a conceptual take that reflects Indian millennials’ changing preference to find ‘my’ kind vs ‘others’ kind. Aimed at an informed generation to whom freedom of choice is non-negotiable, the campaign overturns decades of patriarchal values and rigid gender roles with thoughtfulness and quirk. The integrated campaign, conceptualised and executed by BBH India, highlights the importance of personal agency at a time when Indians are increasingly confident in taking control of their decisions.

There in bangalore city. Okcupid is aiming to create atmospheres with real. But listening to the happn, including tinder you try the indian dating app. Meet eligible, co-founder of online dating, the happn app to take care of mushrooming dating apps. Walter ag uses cookies: voice. “A whole new crowd of reverse migrants from Bangalore, Hyderabad, or the UK were stuck at home and on these apps (Bumble, Tinder, and OkCupid). I saw profiles say ‘Forced here because of COVID,’ ‘Only here because of COVID,’ ‘Bored to death because of COVID and therefore here’,” said Mertia, a 29-year-old completing his Ph.D. Bangalore is an app which completely stands okcupid of the crowd. That being said, a user who receive an invite from another user can connect for free. This feature possibly helps the app to make sure that it is only the girls looking for serious relationships who use the app.

The campaign draws insight from user responses to questions on the app, breaking stereotypes about what relationships mean for Indians today. ‘Find My Kind’ builds on these insights to present a relatable message echoing this generation’s need for a meaningful relationship with a like-minded partner who shares their values and celebrates their quirks. The campaign resonates with those for whom a relationship is a choice, not a destination, and the ‘right’ companion is someone who is right for themselves, not determined by society, family or friends.

The campaign is OkCupid’s first TVC in India, directed by ‘Bob’ (Shashank Chaturvedi) of Good Morning Films. The film showcases a man and a woman in their 20s making conscious choices in life as other people’s expectations attempt to interrupt them. The film opens with the woman being introduced to a prospective match in a typical arranged marriage situation — she grabs a samosa, speaks her mind, and gracefully leaves. The man, similarly, dodges a forced setup by his friends. By answering the questions on the app, both protagonists make individualistic choices that do not conform to societal norms, to finally arrive at a crossroad, where they glance at their phones and find each other to choose ‘something real’, a 93% match on OkCupid — and a partner who is on their wavelength — their kind.

Shuti Gupta, Brand Manager, OkCupid India, says, “Today’s single Indian is battling ‘suitable’ recommendations by parents, friends, extended family or matrimonial services that don’t account for personal preferences. At the other end are exploratory dating services that don’t cater to Indian millennials who want a genuine partnership based on shared personal values. OkCupid celebrates people who are expressing their own preferences in this important decision and empowers them to live life on their own terms.”

Melissa Hobley, Global CMO, OkCupid, adds, “At OkCupid, and in this campaign, we celebrate true, authentic connections based on the things that matter to you. Find My Kind, our first-ever brand campaign in India, taps into the desire of single Indians to exercise their right to choose their own partner. Considering that's one of the most significant decisions you'll ever make, we think finding someone who is ‘your’ kind is of utmost importance! Find My Kind celebrates people who are looking for something real, and won't compromise or adjust to suit other people's expectations.”

Vasudha Misra, Executive Creative Director, BBH India, said, 'Relationships in the world today seem to be either for a fluid let's-not-define-things kind or a let's-get-married scenario. The in-betweeners seem to be left to their own devices (sorry for the pun). Enter OkCupid. A place for people to find that person to share something that's more meaningful. A place for people who know themselves and know what they are looking for in a partner. The idea celebrates these people who aren't letting anyone else decide for them — not parents, not society, not even their own inhibitions.'

The TVC covers major national channels with a focus on English entertainment and movie channels. The outdoor and print campaigns are indexed to metro cities — Delhi-NCR, Bengaluru and Mumbai with a quirky, contextual take on Indian matrimonial listings to bring focus on matching over what matters, and highlighting the difference in approach between millennials and their families. To build resonance with the digital generation, OkCupid worked with a variety of social influencers who speak about the relevance of individual choice in their lives. The campaign is being taken on-ground with an all-girl comedy tour — OkCupid, My Kind of Funny — focussing on dating, relationships and experiences of millennials growing up in India. Female comedians Urooj Ashfaq, Aishwarya Mohanraj, Supriya Joshi, Niveditha Prakasam and Shreeja Chaturvedi will take the stage across Mumbai, Bangalore and Delhi, to bring their experiences to life through fun stand up acts.

The TVC:

Credits:

Client: OkCupid

Agency: BBH India

Chief Creative Officer & Managing Partner: Russell Barrett

CEO & Managing Partner: Subhash Kamath

Managing Director: Arvind Krishnan

Head of Planning: Sanjay Sharma

Executive Creative Director: Vasudha Misra

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Copy: Ttarangg Manoj, Vasudha Misra

Art: Rodrigues Robert, Aastha Gupta

Agency Producer: Reema Asrani

Business Director: Rajat Pandey

Business Partner: Sankalp Anand

Production House: Good Morning Films

Executive Producer: Vikram Kalra

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Director: Shashank Chaturvedi (Bob)

Producer: Robin D'Cruz

DOP: Karthik Vijay

Actors: Gurbani Gill and Vishwas Kini

Dating app OkCupid has launched its first 360-degree campaign in India, called “Find My Kind,” to convey Indian millennials’ desire for personal agency when choosing partners. To launch the integrated campaign, OkCupid created a 60-second television spot that follows a man and a woman in their 20s answering questions on the app that defy social norms and peoples’ expectations of them.

The spot opens with the woman gracefully shunning her prospective match in an arranged marriage situation then goes on to show the man dodging a double date setup by his friend. In the end, their answers to questions like “How much do you care about the environment?” and “Do clothes define your character?” yield a 93 percent match on OkCupid leading them to a crossroads named “Something Real” where they meet face to face and lock eyes.

The “Find My Kind” television spot celebrating authentic connections will air on national channels with a focus on English entertainment and movie channels as well as outdoor and print campaigns in Delhi-NCR, Bengaluru and Mumbai. The campaign will also extend to an all-girl comedy tour across Mumbai, Bangalore and Delhi where stand up acts will explore the lives of millennials who grew up in India and their experiences with dating. To expand the campaign’s message digitally, OkCupid worked with a variety of social influencers and advocates who champion the right to choose their own partner and make their own decisions.

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“Today’s single Indian is battling ‘suitable’ recommendations by parents, friends, extended family or matrimonial services that don’t account for personal preferences. At the other end are exploratory dating services that don’t cater to Indian millennials who want a genuine partnership based on shared personal values. OkCupid celebrates people who are expressing their own preferences in this important decision and empowers them to live life on their own terms,” said Shuti Gupta, Brand Manager, OkCupid India.

In 2018, OkCupid launched its “DTF” campaign in the US under the brand’s first CMO, Melissa Hobley. Through a series of out-of-home (OOH) ads, “DTF” aimed to desexualize the derogatory term using ads and phrases that displayed experiences couples could relate to—like “Down to Fall Head Over Heels.” Although the campaign sparked controversy among some major outlets, the brand toldAdWeek that it boosted social buzz by 50 percent.