Today, Bumble, the women-first dating app, launched an India-wide integrated campaign that highlights Opening Moves, featuring new content with Bollywood actors Khushi Kapoor and Vedang Raina. Opening Moves is the dating app’s new feature added to their Make The First Move functionality that gives women the option to set a question that their matches can respond to, creating a new way to engage with connections while keeping women in control.
In the app’s new film, Khushi and Vedang bond over the app’s new Opening Moves feature, with Khushi asking Vedang questions like “Most iconic first date idea?” and “What’s your guilty pleasure?” Their interactions unveil personal anecdotes, showcase their vibrant chemistry, and highlight the shift in the dating experience by offering more choice in how women can make the first move on Bumble.
Speaking on this partnership, actor Khushi Kapoor shares, “Being a part of this collaboration is really exciting for me. It represents a crucial shift in contemporary dating dynamics, empowering women to take charge of their own romantic journeys. I’m honoured to work with Bumble on this campaign which contributes to the transformation of the dating landscape, which is something that’s really important to me and my generation.”
Vedang Raina, actor added, “Making the first move is not always easy, and I love that Bumble has continuously chosen to stay true to their women-first philosophy by updating how women can continue to initiate conversations on their own terms with the introduction of Opening Moves! I’m thrilled to be a part of a campaign that’s spearheading a shift towards a more equitable dating atmosphere. I hope that by watching us try Opening Moves, women see that they can use it to prioritise their preferences and dating approaches.”
The app’s campaign and this partnership come at a time when women’s experiences have evolved, especially regarding empowerment in online dating. Keeping true to the app’s mission, equality remains a priority in relationships with the overwhelming majority (92%) of women stating it is a top marker in romance. However, how women define equality has evolved with almost 9 in 10 (88%) single women surveyed on the app globally stating that today, equality is about personal choice and autonomy to decide what’s right for you.
Commenting on the campaign launch, Lucille McCart, APAC Communications Director, Bumble said, “We know that it’s important for women to have control over their experience, but we’ve also heard that some women feel like they are doing all of the work. In response to this, we’re introducing a choice in how you connect on Bumble. Now, more than ever, we need to advocate for women, so we’re considering this reset to be Bumble’s vow renewal – to build the next chapter of dating that continues to put women at the forefront.”
“As we introduce these updates, our core principle of empowering women in every connection and relationship remains unchanged. We’re excited to collaborate with Vedang and Khushi for our India campaign on Opening Moves, which underscores Bumble’s continued commitment to making dating better for women by putting their experiences first,” she adds.
Women can use one of Bumble’s recommended Opening Moves, or craft their own. According to Bumble’s research, nearly half of women (46%) surveyed on Bumble shared that having more ways to start a conversation would make their dating app experience even better.
Whether using Bumble’s suggested Opening Moves or crafting their own, women now have robust tools at their disposal to forge meaningful connections on the platform.
We get them to talk about the experience:
What excites both of you most about partnering with Bumble for their India campaign, especially with the focus on ‘Opening Moves’?
This partnership is truly exciting because Bumble has opened up so many doors when it comes to dating by making the process much easier and less intimidating, especially for women. The new ‘opening moves’ feature allows to break the ice and start conversations in a more relaxed and organic way. I’m thrilled to be part of introducing this idea in such a fun manner.
This is a really exciting partnership because I feel like Bumble has opened up so many doors when it comes to dating and has made the entire process so much easier and less intimidating, especially for women. I think with the new ‘opening moves’ feature it allows people to break the ice and start a conversation in a much more relaxed and organic way and it’s great to be a part of introducing this idea in such a fun way.
Khushi, what’s a fun Opening Move that you would advise your girlfriends to use?’
I would definitely recommend creating your own opening moves based on your personal preferences and experiences, making it more personal to you individually. For example, I might say, “Hey, I have a fun idea to kick off our date! Let’s break the ice with a spontaneous question: What’s the most spontaneous thing you’ve ever done? It could be anything from a last-minute trip to an impromptu adventure. I love hearing about those exciting moments that make life memorable!”
I would definitely ask them each to make their own opening moves based off of their own personal preferences and experiences just so that it’ll be a bit more personal to them individually.
What advice would you give to young individuals navigating the world of online dating?
Bumble is genuinely a simple and effective way to connect with people you might not have encountered in person. By staying true to yourself and being open to sharing and connecting, you can meet special individuals. Bumble encourages genuine interactions, making it an excellent way to form meaningful and lasting relationships.
It’s honestly a really easy way to connect and find people that you may not have otherwise met in person, and as long as you’re true to yourself and are open to the idea of sharing and connecting, I think it’s a really great way to meet special people.
Could you provide some insights or memorable moments from your personal dating experiences that have shaped your perspective or influenced your involvement in this campaign?
When you’re just beginning to get to know someone, it can be a bit awkward and tricky to figure out what to say and how to say it. Personally, as a very shy person, I know how challenging this can be. ‘Opening Moves’ is incredibly helpful for starting a conversation without the stress of finding the perfect words or worrying about making the right impression.
When you’re just starting off getting to know someone it can be a bit awkward and tricky to figure out what to say and how to say it and I know I’m personally a super shy person so this is definitely something I feel like would help so much in being able to start that conversation without having to worry about anything else.
VEDANG
What excites both of you most about partnering with Bumble for their India campaign, especially with the focus on ‘Opening Moves’?
Making the first move can be daunting, and I appreciate that Bumble stays true to its women-first philosophy, allowing women to initiate conversations on their own terms. The introduction of ‘Opening Moves’ highlights Bumble’s commitment to creating a more equitable dating environment. Recognizing the challenges men face with the expectation of making the first move, this initiative is a refreshing change. By participating in this campaign and demonstrating how to use ‘Opening Moves,’ I hope to inspire women to prioritize their preferences and dating approaches, fostering a comfortable and confident dating atmosphere.
Bumble is a great platform for people to meet and build relationships. Knowing how difficult it can be for men considering they are always expected to make the first move, i think opening moves is a great new initiative.
Vedang, what do you think makes ‘Opening Moves’ stand out from other features on dating apps, and how do you anticipate users will respond to it?
Opening Moves’ makes initiating conversations easier and more fun for everyone. It’s often tough to make the first move, but this new feature simplifies it for both men and women. Bumble’s ‘Opening Moves’ empowers women by allowing them to choose from suggested questions or create their own, ensuring each connection is personal and engaging. This feature keeps Bumble’s promise to put women first, giving them more control over their dating experience. I think users will love it! ‘Opening Moves’ offers a fresh and engaging way to connect, and I’m excited to see users enjoy this new feature and the interesting conversations it will spark!
It’s not always easy to make the first move. Opening moves makes it easier for both men and women to start the conversation.
What advice would you give to young individuals navigating the world of online dating?
Don’t be intimidated by online dating; it’s a great way to meet new people and build relationships. Be yourself and create an authentic profile that reflects your true personality. Take your time getting to know someone before meeting in person, and communicate your boundaries clearly. Keep an open mind and enjoy the process with a positive attitude. The goal is to find meaningful connections, so stay true to yourself and have fun along the way!
I would advice not to be intimidated by the idea of online dating. It’s a great way to build relationships and you have to try to know.
Could you provide some insights or memorable moments from your personal dating experiences that have shaped your perspective or influenced your involvement in this campaign?
It’s not easy for everyone to make the first move. The initial step is always the hardest, but it gets easier after that. I feel this campaign is the perfect way to kick-start things because it addresses that difficulty head-on. By encouraging individuals, particularly women, to take that first step, Bumble’s ‘Opening Moves’ initiative makes initiating conversations less intimidating. This campaign provides the necessary support and confidence for people to overcome their hesitation, making it a crucial step towards fostering meaningful connections and a more balanced dating environment.
It’s not easy for everyone to make the first move. It’s the first step that’s always hard but it gets easier after that. I feel this campaign is just the perfect thing to kick start things.
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