NEW DELHI: To celebrate Valentine's fervour, dating app OkCupid has unveiled the second leg of its digital campaign #LoveIs… to celebrate single millennials and hopeful romantics. It gently reminds them that they deserve love and not to lose hope as #LoveIsIncoming.
Continuing its messaging of how love means different things to different people and should be accepted and celebrated irrespective, OkCupid understands that many single dating millennials out there might feel their loneliness amplified during this month due to all the hoopla around love and romance, making them wonder if they will ever find their kind of love. Hence, its latest campaign reaches out to these singletons like a warm hug to let them know that they should not despair and be positive; after all, love is right around the corner.
The campaign kickstarted through a series of digital activations including a digital video featuring actor Mouni Roy. Written by Dhruv Sehgal, the video follows a woman as she moves to a new city and discovers the first sparks of love on OkCupid. On 12 February, Kusha Kapila took over OkCupid’s Twitter handle to give single people a massive digital hug.
With singletons looking up their zodiac signs to find a clue on how to go about finding a partner of their kind, OkCupid has also designed its very own ‘love bhavishyavani’ filter on Instagram which will (try to) predict the direction of their love lives. For the singles who don’t believe love is coming their way yet, comedian Gaurav Kapoor and wife Shrey Sharma take over OkCupid’s YouTube IP The Dating Show with advice on love, life and dating.
Leading Indian actress and fan-favourite Sriti Jha will also be doing a spoken word piece on going from hopeless to hopeful romantic and finding love on OkCupid. There are a bunch of content partnerships in store as well with radio and media publications focusing on love forecasts for various sun signs and love advice for singletons.
OkCupid India marketing director Anukool Kumar said, “Through this campaign, we wanted to make sure to remind people not to compromise – not on the relationship they want or the person they want to share that love with. Especially if they are on OkCupid we know love is coming to them. The intent in taking this approach is to validate the single-hopeful-romantic-millennial’s experience and remind them that they are worth it, and that they deserve love.”
OKCupid resident relationship expert Rachna Khanna added, “Millennials today are waiting to fall in love with a partner of their choice who shares their vibe and is on the same wavelength. Valentine’s Day or the month of love can induce a sense of loneliness and hopelessness amongst single millennials who continue to be true to what they want but haven’t found yet leading to self-doubt and isolation. OkCupid’s #LoveIsIncoming campaign is a gentle reminder to them that they should not lose hope! They can still meet like-minded people who match them and their quirks, and build the life they seek together. The serendipities that online dating has to offer are immense and waiting to be explored.”
