MUMBAI: Bumble BFF today launched its first integrated campaign “Find Real Friends” in India to celebrate its friendship-finding mode, which is centered around normalizing the need to make new friendships throughout life and supporting women to feel empowered and safe in doing so. Bumble BFF believes that building a strong community is the key to a happy and healthy life.

The campaign urges Indian women to move beyond friendship stereotypes and foster new bonds in an unconventional way, one that comes with no expectations or tags. The aim of Bumble BFF is to give users a platform to create meaningful friendships in their communities. Whether it’s a woman connecting with other women travellers in new cities, new moms finding other new mom friends, finding a gym buddy for a spin class, or a college freshmen looking to make a circle that would last them a lifetime. Highlighted by a variety of out-of-home ads on bus shelters, corporate parks and malls, along with digital ads, “Find Real Friends” underlines that real and authentic friendships can be found on Bumble BFF – friends that accept you for who you are without any judgments.

Emphasizing further on the campaign, Priti Joshi, Global Director of Strategy, Bumble says, “We’re thrilled to launch our new integrated multimedia campaign to celebrate Bumble BFF and the importance of friendship. Bumble BFF is important to our users in India - and through this campaign, our goal is to create awareness about the existing Bumble BFF community and invite others to join! We truly believe that on Bumble BFF, one connection can change the course of your life.”

The friendship-finding platform has seen success in India since it launched in December 2018. Forty percent of women on Bumble in India are using Bumble BFF to find new friends in their communities. Forty percent of women Bumble BFF users in India are looking for general friendship, while 27% of users are specifically looking for a friend for nights out on the town and 17% are looking for a friend to travel with.

With over 65 million users across Bumble, and a vision to encourage more women to make the first move, BFF is one of the only services which enables women to match, connect and find new friends in over 150 countries around the world.