MAM
OkCupid Launches First Digital Campaign in India #SubstanceOverSelfies to Celebrate You and Your Personality
MUMBAI: They say that ‘a picture is worth a thousand words’ but does that hold true for dating? While selfies are all the trend right now, and seemingly here to stay, there is very little that they convey about one's personality, character and nature. On dating platforms particularly, selfies have taken a significant amount of mindspace and it is difficult to sift out the ‘right’ matches over photogenic ones. As a dating platform that focuses on your personality and not just appearance, OkCupid truly believes that people should be matched on the basis of shared interests, values, quirks and deal-breakers to create connections of substance. Taking this forward, the app launched its first digital campaign titled #SubstanceOverSelfies, which celebrates your story and not just a reflection of your phone’s front camera. The campaign went live in mid-December 2018 with over 100 leading influencers sharing their ‘substance selfies’ and campaign messaging, driving home the exact thought. Users followed in their footsteps with posts of their own, generating over a million impressions and an almost 20% engagement rate.
The idea behind the campaign is to redefine the way you showcase yourself to the world. Influencers have represented themselves through a passion, interest or hobby that they believe defines them and communicates who they are. This has been beautifully depicted in several photos as participants have hidden their faces behind objects that represent their passions to convey that they are more than what meets the eye, they are more than just a selfie. It could be anything from a sport, book, camera, art or food. Afterall, when it comes to love and dating, it is always better to #MatchOnWhatMatters.
Melissa Hobley, CMO, OkCupid says, “On most online dating platforms, your profile picture is your identity and the first thing a potential partner sees. At OkCupid though it’s about showing the substance and the depth of the person. For example, we don’t let you set up your profile with two clicks, we don’t let you swipe on only a picture and we don’t let you have this super-fast, exposable experience. We help you tell your story and allow you to access stories of others to make meaningful connections. Through #SubstanceOverSelfies, we take that core belief outside the app, to encourage our users to make connections based on substance rather than just nice selfies.”
Brands
Tech Mahindra names Jeetu Anandani VP & country head – enterprise & strategic accounts
Veteran tech leader to drive enterprise growth across Australia and New Zealand
MELBOURNE: Jeetu Anandani has stepped into a larger leadership role at Tech Mahindra, taking charge as vice president and country head for enterprise and strategic growth across Australia and New Zealand.
Based in Melbourne, Anandani will steer the company’s enterprise portfolio in the ANZ region, focusing on expanding business across high-growth sectors such as retail, energy and utilities, health insurance and logistics. The move signals Tech Mahindra’s intent to deepen its presence in one of the world’s most competitive enterprise technology markets.
In his new role, Anandani will lead growth initiatives, build strategic partnerships and strengthen relationships with key stakeholders across industries. His mandate also includes accelerating business development efforts in sectors such as manufacturing, travel and logistics while helping clients navigate digital transformation and AI-led change.
The promotion caps a steady rise within Tech Mahindra. Anandani most recently served as communications, media and entertainment head for BPS across the Asia Pacific and Japan region, where he worked on expanding enterprise deals and strategic partnerships. Before that, he held the role of account director, managing key client relationships and delivery programmes.
Prior to joining Tech Mahindra in 2020, Anandani spent nearly eight years at Telstra as country manager in Mumbai, overseeing operational growth and partnerships. His earlier career includes leadership stints at Tata Consultancy Services, Vodafone and JPMorgan Chase.
With more than two decades of experience across telecom, banking and IT services, Anandani now takes the helm of Tech Mahindra’s enterprise push in ANZ, a region where demand for AI, digital transformation and large-scale technology partnerships continues to gather pace.
