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
Aptronix unveils ‘Big & Beyond’ campaign, opens largest store in Hyderabad
Naga Chaitanya, Sobhita front push as retailer expands premium Apple experience
HYDERABAD: Aptronix has rolled out its most ambitious brand push yet with the launch of the ‘Big & Beyond Aptronix’ campaign, alongside the opening of its largest retail store in India.
The campaign features actors Akkineni Naga Chaitanya and Sobhita Dhulipala as brand faces, signalling a sharper focus on aspirational, experience-led retail as the company scales its presence in the premium Apple ecosystem.
At the centre of the rollout is a new 8,000 sq. ft. flagship outlet at Sarath City Capital Mall, now the largest Aptronix store in the country and among the biggest Apple Premium Reseller formats in India. The space is designed to offer immersive product discovery, personalised guidance and integrated service support, positioning the store as more than just a point of sale.
The campaign itself leans into themes of scale, ambition and accessibility, aiming to connect with a younger, increasingly design-conscious generation of Apple users. By pairing celebrity appeal with in-store experience, Aptronix is looking to deepen emotional engagement while reinforcing its premium positioning.
A key pillar remains its ‘Limitless Aptronix Exchange’ programme, which offers customers simplified upgrade paths, transparent pricing and wider access to Apple devices. The initiative has been central to driving adoption by making high-end technology more approachable for a broader audience.
Premium Lifestyle and Fashion founder & owner Sutinder Singh said the new store reflects a long-held belief that Indian consumers should have access to the best Apple retail experience without compromise. He added that the campaign’s celebrity faces mirror the brand’s core values of elegance, ambition and confidence.
Aptronix CEO Meghna Singh said the ‘Big & Beyond’ theme reflects how the company operates, with a focus on building a best-in-class retail experience. She noted that the Hyderabad launch and the campaign together signal Aptronix’s intent to set new benchmarks in the category.
With this dual push of scale and storytelling, Aptronix is not just expanding its footprint but also redefining how premium tech retail is experienced in India.
