MAM
Bumble BFF launches campaign championing real friendship
MUMBAI: Bumble BFF today launched its first integrated campaign “Find Real Friends” in India to celebrate its friendship-finding mode, which is centered around normalizing the need to make new friendships throughout life and supporting women to feel empowered and safe in doing so. Bumble BFF believes that building a strong community is the key to a happy and healthy life.
The campaign urges Indian women to move beyond friendship stereotypes and foster new bonds in an unconventional way, one that comes with no expectations or tags. The aim of Bumble BFF is to give users a platform to create meaningful friendships in their communities. Whether it’s a woman connecting with other women travellers in new cities, new moms finding other new mom friends, finding a gym buddy for a spin class, or a college freshmen looking to make a circle that would last them a lifetime. Highlighted by a variety of out-of-home ads on bus shelters, corporate parks and malls, along with digital ads, “Find Real Friends” underlines that real and authentic friendships can be found on Bumble BFF – friends that accept you for who you are without any judgments.
Emphasizing further on the campaign, Priti Joshi, Global Director of Strategy, Bumble says, “We’re thrilled to launch our new integrated multimedia campaign to celebrate Bumble BFF and the importance of friendship. Bumble BFF is important to our users in India – and through this campaign, our goal is to create awareness about the existing Bumble BFF community and invite others to join! We truly believe that on Bumble BFF, one connection can change the course of your life.”
The friendship-finding platform has seen success in India since it launched in December 2018. Forty percent of women on Bumble in India are using Bumble BFF to find new friends in their communities. Forty percent of women Bumble BFF users in India are looking for general friendship, while 27% of users are specifically looking for a friend for nights out on the town and 17% are looking for a friend to travel with.
With over 65 million users across Bumble, and a vision to encourage more women to make the first move, BFF is one of the only services which enables women to match, connect and find new friends in over 150 countries around the world.
MAM
Tanishq launches ‘Lekhinis’ campaign celebrating modern Telugu woman
Olympic medallist P.V. Sindhu features in new film honouring women who author their own stories.
MUMBAI: Tanishq has found the perfect way to sparkle this season by letting the modern Telugu woman write her own glittering chapter. The Titan Company jewellery brand has unveiled its latest campaign, centred on the idea of ‘Lekhinis’ women who are the authors of their own stories. Featuring Olympic medallist P.V. Sindhu as the narrator, the campaign celebrates the evolving identity of women in Telangana and Andhra Pradesh, where modern aspirations blend seamlessly with deep-rooted traditions.
The film captures everyday moments that reflect quiet strength and confident individuality. It portrays women who embrace change while staying grounded in their heritage, reimagining traditions with sensitivity rather than rebellion. Conceptualised by Lowe Lintas, the campaign aims to strengthen Tanishq’s emotional connection with regional audiences by honouring women who shape their identities with authenticity.
Titan Company Limited chief marketing officer of Tanishq Pelki Tshering said the campaign is a tribute to women who remain rooted yet redefine their journeys every day. “She has always been at the heart of everything we do our muse, our inspiration,” she noted. “Through our designs and storytelling, we strive to be a lifelong companion in her journey.”
P.V. Sindhu shared that the campaign resonated with her own life. “What drew me to this campaign with Tanishq is its honest celebration of the modern Telugu woman. The story reminded me of my own journey working hard at what I love, with the support of my family and coaches, and growing stronger every step of the way.”
Akshay Sundher, Director at Lowe Lintas, described the making of the film as a beautiful experience, highlighting the emotional hospital scene, Sindhu’s warmth, and strong teamwork behind the project. The music by Madley Blues forms the soul of the film.
Through this initiative, Tanishq continues its tradition of crafting jewellery that mirrors a woman’s identity, celebrates her milestones, and reflects her cultural pride.
In a world of fast-changing roles and traditions, Tanishq has delivered a campaign that shines not through loud statements, but through quiet, confident storytelling much like the women it celebrates.
