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.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
