The great battle to dominate the horny Indian youth market has seen a fresh entry and this one is not pulling any punches in the fight.
Bumble, an app launched by the recently bidai-hui-bahu Priyanka Chopra in India has started an aggressive marketing campaign to establish themselves in this highly lucrative market.
Bumble is a different dating app from Tinder, the current market leader. It presents itself as a feminist dating app. The woman decides whether she wants to go ahead with a match or not.
This unique take is shown even in Bumble’s advertising as well. Just take a look at what they have come out with recently.
https://www.youtube.com/watch?v=nPGn3M53fI4
In the video, PeeCee is shown to be first a corporate hotshot, with the title “Ambitious, not loose” followed by her being involved with her family with the title “Busy, not loose” and finally her taking off a jacket in the gym with the title “Equal, not loose”.
But who are these “loose” people?
It’s pretty clear that this is a shot at Tinder and its user base which is widely perceived preferring the hookup culture instead of serious dating culture.
“Loose” has a very negative connotation. It implies that this person is somehow inferior and not up-to-the-mark to society’s standards.
And the hook-up culture is widely considered to not be up to society’s moral standards. Millennials have been criticized by other, older generations about their lack of attachments and preference for casual affairs.
Related: Why Doesn’t Tinder Work In India Like It Does Elsewhere?
Not only older generations, but a healthy chunk of our own generation is also averse to such casual affairs. They look for a more deeper connection with someone they date.
And it is precisely this market that Bumble is targeting. By offering extensive information extending to even astrological signs, Bumble offers a more detailed account of a person. More detailed than Tinder, at least.
Mix in the feminist angle and you have the perfect app for the woke, serious-relationship-seeking millennial.
Tinder is not pulling any punches either
Tinder has stepped up its marketing campaign as well. Its advertising headlines the slogan “Adulting can wait.”
Instead of going on the defensive after Bumble calling Tinder “loose”, the latter is buying into this.
It is telling the market that all of this serious dating stuff is for adult and adulting, it can wait.
You should go, have fun, let loose, do “stuff”. You can’t sacrifice your freedom and you don’t HAVE to seriously date someone. That special someone can always be found later on.
All in all, Tinder and Bumble are two different apps for two different kinds of people. They can both co-exist in a market with size and variety like that of India, at the very least.
Both apps have their own strengths and weaknesses, let us know in the comments which one you prefer.
Would you go for the hook-up focused Tinder or the dating focused Bumble?
Reach the blogger at: @tanmaymay_
Sources: Economic Times, Global Dating Insights, Livemint
Image Source: Google Images
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