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
Adobe CEO Shantanu Narayen to step down after 18 years in role
Board begins CEO search as Narayen prepares to move to chair role
SAN JOSE: After nearly two decades at the helm, Adobe’s long-serving chief executive Shantanu Narayen is preparing to pass the baton.
The company announced that Narayen will transition from his role as chief executive officer once a successor is appointed, ending an 18-year run that reshaped Adobe from a boxed software seller into a global cloud and AI powerhouse. He will remain chair of the board following the leadership transition.
Adobe’s board has formed a special committee to oversee the succession process, led by lead independent director Frank Calderoni. The committee will evaluate both internal and external candidates.
“Shantanu’s leadership has been instrumental in Adobe’s transformation and in positioning the company for the AI-driven era,” Calderoni said in a statement. “As we begin the next phase of succession planning, our focus is on identifying the right leader for the company’s next chapter while ensuring a smooth transition.”
In a note to employees, Narayen described the moment not as a farewell but as a pause for reflection after a long journey with the company.
“I love Adobe and the privilege of leading it has been the greatest honour of my career,” he wrote, adding that he will continue to work closely with the board over the coming months to ensure a seamless leadership change.
Tributes from the technology industry quickly followed the announcement. Microsoft chairman and chief executive officer Satya Nadella congratulated Narayen on what he described as a “legendary run” at Adobe.
“Congrats Shantanu, on a legendary run at Adobe! You’ve built one of the most important software companies in the world, and expanded what’s possible for creators, entrepreneurs, and brands everywhere,” Nadella wrote on LinkedIn.
“What has always stood out to me is the empathy you’ve brought to the creative process and the example you’ve set as a leader. Grateful for your friendship, mentorship, and for all you’ve done for Adobe and for our industry.”
Narayen’s career at Adobe spans nearly three decades. He joined the company in 1998 as vice president and rose steadily through the ranks before becoming chief executive officer in December 2007.
During that time, he orchestrated one of the most significant reinventions in the software industry. In 2013, Adobe made the bold decision to abandon traditional boxed software sales and move its flagship creative tools such as Photoshop to a subscription-based Creative Cloud model. The shift initially rattled investors but ultimately transformed Adobe into a predictable recurring revenue business and a case study in digital reinvention.
Narayen also pushed Adobe beyond creative tools into the world of marketing technology and data-driven customer experience, spearheading acquisitions such as Omniture and Marketo. Those moves helped build Adobe’s digital experience division and broaden its reach far beyond designers and photographers.
The numbers tell the story of that transformation. When Narayen took over in 2007, Adobe generated roughly $3 billion in annual revenue. Today the company reports more than $25 billion. Over the same period, its workforce expanded from around 3,000 employees to more than 30,000.
In recent years, Narayen has steered Adobe into the generative AI era with the launch of Adobe Firefly, aiming to keep the company ahead in a rapidly evolving creative technology landscape.
Born in Hyderabad in 1963, Narayen studied electronics and communication engineering at Osmania University before moving to the United States for a master’s degree in computer science from Bowling Green State University. He later earned an MBA from the Haas School of Business at the University of California, Berkeley.
Widely regarded as one of Silicon Valley’s most steady and effective leaders, Narayen has earned multiple honours during his career, including India’s Padma Shri in 2019.
For Adobe, the upcoming leadership change marks the end of a defining chapter. For Narayen, however, the story is far from finished. As he told employees, the company’s next era of creativity, powered by AI and new digital workflows, is only just beginning.
