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OkCupid campaign encourages young Indians to not rely on parents or friends to get ‘set up’

Dating app OkCupid has launched ‘Find My Kind’ its first 360-degree campaign aimed at India. Created by BBH India, the campaign is about a couple who turn their backs on more conventional attempts at finding a partner like being set up by friends or via arranged marriage.

Instead, they  discover each other, driven along by the matching system on OkCupid. 

The campaign was based on insights gleaned from the app. It was found that 92% of Indians feel their values vastly differ from those of their parents. And 79% do not echo their friends preferences. Apparently 67% preferred dating apps to being “set up” and 68% believed that marriage is not mandatory for people in love. 

A note from BBH said: “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 television commercial will play out on major English entertainment and movie channels. Outdoor and print advertising has been planned for major metros like Delhi, Mumbai and Bengaluru – featuring a quirky take on Indian matrimonial listings. OkCupid is also organising a tour of Indian women comics across metros called ‘My Kind of Funny’ as part of the campaign. 

OkCupid India brand manager Shuti Gupta said: “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 the holistic expectations of Indian millennials who want a genuine partnership based on shared personal values. 

“By expressing the real possibility of living on their own terms with clear intent and filtering, OkCupid celebrates people who are expressing their own preferences in this important decision.”

OkCupid global CMO Melissa Hobley added: Find My Kind celebrates people who are looking for something real, and won’t compromise or adjust to suit other people’s expectations.”

BBH India executive creative director Vasudha Misra said: “Relationships 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 mate. 

“The idea celebrates these people who aren’t letting anyone else decide for them – not parents, not society, not even their own inhibitions.”

Credits:

Agency: BBH India

Chief creative officer and managing partner: Russell Barrett

CEO and managing partner: Subhash Kamath

Managing director: Arvind Krishnan

Head of planning: Sanjay Sharma

Executive creative director: Vasudha Misra

Copy:  Ttarangg Manoj, Vasudha Misra

Art: Rodrigues Robert, Aastha Gupta

Agency producer: Reema Asrani

Senior strategist: Amrita Korwar

Business director: Rajat Pandey

Business partner: Sankalp Anand

Production house: Good Morning Films

Executive producer: Vikram Kalra

Director: Shashank Chaturvedi (Bob)

Producer: Robin D’Cruz

DOP: Karthik Vijay

Actors: Gurbani Gill and Vishwas Kini

Music director: Abhishek Arora

Singers: Clinton Cerejo and Yashica Sikka

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