The women-first dating app launched a global integrated campaign titled Kindness is Sexy featuring new content with actor Aditya Roy Kapur. 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 its 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.
“When we approach dating with kindness, we help create an environment of respect and compassion, and for connections to grow,” said Whitney Wolfe Herd, founder and CEO of Bumble. “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.”
The campaign’s new film embodies this sentiment as it features popular actor, Aditya Roy Kapur 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, actor Aditya Roy Kapur shares, “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!”
IANSlife caught up with Aditya Roy Kapur to get his opinion and thoughts regarding the campaign and dating:
According to you, what are the simple acts of kindness that can make a positive impact in the dating culture these days?
Aditya: I think open communication is key in every relationship, being open to listening and understanding each other is an act of kindness. So I would say being comfortable with each other is important and expressing gratitude in any kind of relationship goes a long way too!
Any tips for your fans to make kindness a habit?
Aditya: I think whenever you think someone is doing something nice, make them know that you notice and appreciate it. It feels nice to know that someone has noticed good things that you do and good qualities, if they have been nice to you or checked in with you – let them know that you notice because it matters to them that you see them for the good.
How does it feel to associate with Bumble for Kindness is Sexy Campaign? What message do you hope to communicate through this collaboration?
Aditya: What Bumble is trying to put across is something that resonated with me. I think being kind, asking people how you like to be treated with empathy should be at the core of any healthy relationship, whichever form it may take. So, when I heard of the campaign and what its message was, I looked at it only as something that can be positive, and I felt that Bumble always goes about putting their ideas across in a fun way. I really liked the stuff that they have done for their other campaigns as well. So, it was a really exciting prospect to collaborate with them on something that I felt would be fun, interesting and also a positive message.
(IANSlife can be contacted at ianslife@ians.in)
–IANS
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