MUMBAI: International dating app OkCupid has launched its first 360-degree campaign in India - ‘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.
The campaign draws insight from user responses to questions on the app, breaking stereotypes about what relationships mean for Indians today. An overwhelming 92 per cent feel their values vastly differ from their parents’, and a majority of them (79 per cent) do not believe they echo their friends’ preferences either, clearly establishing them as a generation that values what they want, not what others want for them. In fact, 67 per cent would rather find a meaningful relationship in the serendipity of a dating app than have friends or family arrange a set up. Surprisingly, 68 per cent don’t even believe marriage is mandatory for people in love. When it comes to the kind of relationship they want, 72% believe traditional gender roles, such as men being default heads and not househusbands, or women taking care of chores and children or changing names, have no place in their lives. In line with the campaign messaging, 87 per cent users don’t conform to society’s judgements, with 88 per cent saying they would follow their passions over high-paying lucrative jobs. ‘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 lynchpin 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 per cent match on OkCupid - and a partner who is on their wavelength - their kind.
OkCupid India brand manager Shuti Gupta 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.”
OkCupid global CMO Melissa Hobley 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.”
BBH India executive creative director Vasudha Misra said, "Relationships in the world today - they 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, Shreeja Chaturvedi, will take the stage across Mumbai, Bangalore and Delhi, to bring their experiences to life through fun stand up acts.
