Ad Campaigns
Bumble launches new kindness campaign with Aditya Roy Kapoor
Mumbai: Bumble, the women-first dating and social networking app, today launched a global integrated campaign titled Kindness is Sexy featuring new content with actor Aditya Roy Kapoor.
Bumble’s campaign and this partnership comes at a time when singles in India are more focused on kindness as a key element of their dating decisions. According to Bumble’s latest survey, an overwhelming majority (81 per cent) of respondents in India agree that kindness is sexy now more than ever before and 56 per cent of respondents value kindness over physical attributes in a potential partner.
In fact, kindness is one of the most attractive qualities in a person. 41 per cent of Indian Gen Z respondents consider being unkind to strangers as a deal breaker in a relationship. Bumble’s new film embodies this sentiment as it features Kapoor, exploring modern online dating as he redefines stereotypical tropes of sexy through the lens of different facets of ‘kindness’ in a relationship—respect, vulnerability to empathy. The film leverages a playful, humourous twist in the end which ultimately shows how kindness is sexy and goes a long way in making meaningful connections.
Speaking on this partnership, Kapoor shared, “At the end of the day, the heart of everything lies at being good to people around you, including your romantic relationships. I think it’s great what Bumble is doing by telling everyone, who is on their platform and whoever wants to join, that what matters is being good to each other, being accountable and responsible on the platform. By showing kindness is sexy, I think they have set the tone very clearly about the kind of interactions and the kind of people they want on the platform – I think more power to Bumble for doing that!”
“When we approach dating with kindness, we help create an environment of respect and compassion, and for connections to grow,” said Bumble founder & CEO Whitney Wolfe Herd. “Kindness is a core value here at Bumble, and we know it is the driving force behind our mission of creating healthy and equitable relationships. This new content helps redefine the idea of attraction and encourages us to never lose sight of the most valuable traits in a relationship.”
Bumble also found that an overwhelming majority (76 per cent) of those surveyed stated that how they define what makes a great partner has changed dramatically over the past five years. 46 per cent of Indian respondents say that they are no longer willing to date someone who doesn’t make time for them and 44 per cent of respondents say they are no longer willing to put up with toxic behaviours.
To highlight that kindness matters on Bumble, the app recently rolled out Compliments, a message before match feature that allows Bumble’s community to be even more intentional about starting the conversation in a positive way.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
