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OkCupid’s Latest Digital strategy motivates Indian Millennials discover the style of appreciation They Seek

By on November 25, 2021

OkCupid’s Latest Digital strategy motivates Indian Millennials discover the style of appreciation They Seek

Mumbai: Global matchmaking app OkCupid recently launched the latest digital strategy named ‘Love try…’ that reclaims love for Indian millennials. The promotion are a conceptual accept receiving bespoke love, the kind that is special to your individual individuality, values and aspirations. This campaign understands and honors that each and every individual is getting an alternate sort of appreciation – from romantic times to revealing memes, which individuality is actually valid, approved and deserves to be commemorated.

In 2020, ‘Love’ is starting to become a cringey phrase and reading the headlines would encourage you that love try dead and buried – reality nevertheless is very different! Engaging with over a million daters on OkCupid concerts otherwise. The promotion draws insight from user answers to around 3000 inquiries regarding app, splitting stereotypes as to what interactions imply for internet dating Indian millennials. Extreme vast majority become in-fact hopeful romantics with 88per cent males and 87% women wanting to get a hold of adore, or posses enjoy find them. They might be prepared for discovering serendipity of enjoy on a dating application like OkCupid with 61percent men and 57per cent women stating yes to falling obsessed about individuals they meet web. Amazingly, 68per cent do not also think relationships try required for those in love. About the type of relationship they really want, 72percent believe old-fashioned gender functions, instance people being default minds rather than househusbands, or women caring for duties and kids or changing names, have no invest their schedules. While, they could trust adore as well as its serendipity, the type of enjoy each Indian millennial wants is totally distinctive. OkCupid’s ‘Love Is…” requires these ideas and brings them to existence to show off exactly how every individual is actually seeking an alternative style of really love, one that they deserve having.

Developed by Taproot Dentsu-Mumbai, the ‘Love is…’ venture contains four quick movies together with a VoxPop

The VoxPop try an enjoyable dipstick video clip of solitary Indian millennials because they reveal their unique sincere panorama of just what love method for each of them. In correct millennial design, the responses vary from drawing similarities to products, farts and fairytales! This test are an endeavor to reflect the range of enjoy and just what it method for different people spotlighting exactly what in essence renders adore and relationships very special and bespoke. The four venture films also use these insights alongside individual answers to inquiries in the software to articulate just what like will be each person.


  • The first film “Love try… Working Overtime with each other” says to the story of several that profession powered but won’t create a compromise on appreciation. It pulls from the knowledge that 88% millennials desire forward to both adore and professional progress, not wanting the longer held idea that one can have only one.
  • “Love Is… everything about the small products” was motivated by 87% customers on OkCupid that conveyed the necessity of every day love within schedules. They reminds those shopping for a relationship built on the small expressions of prefer that may pick what they’re in search of in the event everybody else was informing all of them normally.
  • “Love was… surviving in The Moment along” was given birth to from well-meaning but false suggestions that giving up spontaneity could be the roadway to adulthood and thus a significant connection. This movies promotes one to become unapologetically both you and come across a partner whom adore that about you.
  • The ultimate movie “Love is actually… a collaboration” was born from the moving sex parts in Indian relationships where both women and men both perform equivalent roles as homemakers and breadwinners, creating an union of equality and collaboration. This can run stay by after nowadays.

Anukool Kumar, marketing and advertising Director, OkCupid India, states, “Love isn’t one size matches all and that’s exactly what OkCupid India’s strategy ‘Love are…’ commemorates. The very fact that most singles are increasingly being told that they have to choose between a career and fancy or romance and usefulness was archaic to you at OkCupid! This promotion remembers fancy in how that an Indian millennial demands it, busting out of the cringey unattainable variation that has been fed to us for years. We at OkCupid are dedicated to working out for you come across your variety of enjoy as we truly feel your deserve they without actually needing to accept less”.

Pallavi Chakravarti

Pallavi Chakravarti, ECD, Taproot Dentsu, Mumbai, states, “What is appreciate? Now whenever we know ideal response to this one, we’d become Gods maybe not mortals. Very alongside staff OkCupid, we decided to carry out the next best thing for our newer promotion – acknowledge that there surely is nobody best address. The options about really love, our very own objectives as a result, the notions of it, all change from loopy to sensible and from idyllic to idealistic. But it doesn’t matter how one describes love, it’s likely that they’ll get a hold of just what they’re seeking on this app.”

The promotion had been presented on OkCupid’s YouTube, Instagram and Twitter pages. 1st movie gone survive 27th November, 2020 and since then films have actually struck a chord because of the readers receiving an overwhelmingly positive response with more than 5 Million horizon within per week.

Social media links on flicks from OkCupid’s ‘Love was…’ promotion – Instagram and YouTube.

Right here is the connect to high-res photos and snapshots.

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